Brand | SAUDI TELECOM COMPANY |
Product/Service | PUBLIC WIFI |
Entrant | J. WALTER THOMPSON Riyadh, SAUDI ARABIA |
Category | Posters |
Idea Creation
|
J. WALTER THOMPSON Riyadh, SAUDI ARABIA
|
Media Placement
|
UM MENA Riyadh, SAUDI ARABIA
|
PR
|
UM MENA Riyadh, SAUDI ARABIA
|
Background.
STC offers a free WiFi network around the country for their customers to use. This service takes pressure off the the networks when people use it. However, people weren’t using it enough, so we needed an innovative and disruptive way to get people to know about the availability of the WiFi network and more importantly, use it.
Describe the creative idea.
WiFi Couches
Couches, are often thrown out on the street when people have no more use for them, to provide seats for those walking past to sit down. We decided to hijack these couches that are left outside around the kingdom to communicate STC’s wifi offering. While sitting on the couches, people could use our free WiFi network. Combining comfort and convenience to get our message across.
Describe the strategy.
Considering the vast coverage of our WiFi network, our target audience was quite wide, including both Saudi & expat population. We needed to be disruptive- By hijacking the sofas, We raised awareness of the wifi service and created a comfortable environment for them to relax and use the internet.
Describe the execution.
The couches and the WiFi connection were already at those locations – we needed a way to attract our target audience to those areas. We used the posters to do just that – the posters used an attractive design and colors to grab people’s attention. We also insured that the posters are in multi languages to maximize the impact
List the results.
The campaign resulted in an increase of 137 percent in WiFi usage around the kingdom.
Credits
Chafic Haddad |
J.Walter Thompson |
Chief Creative Operations Officer |
Rayyan Aoun |
J.Walter Thompson |
Executive Creative Director |
Nabil Khoury |
J.Walter Thompson |
Design Director |
Ahmad Shanaa |
J.Walter Thompson |
Senior Art Director |
Manuel Kurkjian |
J.Walter Thompson |
Senior Copywriter |
Marc Baakliny |
J.Walter Thompson |
Art Director |
Wael Madani |
J.Walter Thompson |
Jonior TV Producer |
Joe Aboudaher |
J.Walter Thompson |
Head Of TV Production KSA |
Dana Alkutoubi |
J.Walter Thompson |
Head of Strategic Planning KSA |
Jad Haddad |
J.Walter Thompson |
Associate Business Director |
Ziad Rayes |
J.Walter Thompson |
Account Director |
Ahmed Alsahhaf |
Saudi Telecom Company |
GM Marketing & Communications |
All over |
All over |
Production House |