Brand | SAUDI TELECOM COMPANY |
Product/Service | SIM CARD DELIVERY SERVICE |
Entrant | J. WALTER THOMPSON Riyadh, SAUDI ARABIA |
Category | Promotional Item Design |
Idea Creation
|
J. WALTER THOMPSON Riyadh, SAUDI ARABIA
|
Production
|
J. WALTER THOMPSON Riyadh, SAUDI ARABIA
|
Background.
Within the economic slowdown the battle to win over customer mobile phone subscriptions was heating up. With more mobile phone subscriptions in the kingdom than people, the three mobile operators (STC, Mobily & Zain) in Saudi face fierce competition to increase their SIM card sales: from competitive price plans and Cutthroat retail experiences to Bloodthirsty 3rd party collaborations- this meant only one thing increased costs and the need for additional manpower.
This meant even more pressure on STC operations- STC had an ongoing mission to aggressively increase app usage and stop retail stores from getting overcrowded and to drive efficiencies
In order to grow its customer base,and increase sim sales, STC had to outsmart the market dynamics, and find a more efficient and effective way of gaining customers.
Describe the creative idea.
So to launch it, we remodeled our SIM packages as fast food. Upon ordering a SIM online, customers quickly welcomed the new packages with a label that helped them choose the best plan that satisfied their taste.
Describe the strategy.
Saudi Arabia is very much a fast food nation, and everything is available by delivery. With a range of new fast food options coming up by the day all offered by delivery, to give our sim delivery service some relevance to mass consumers, we decided to remodel the SIM packages as fast food packages – giving us a playful platform to engage audiences.
Describe the execution.
To announce our new sim packages, We went for 5 iconic shaped boxes: pizza, burger, sushi, salad, sandwich. Upon ordering a SIM online, customers quickly welcomed the new packages with a label that illustrated the different mobile plans to them choose the best plan that satisfied their taste.
List the results.
SIM card sales exceed 210K for the first 6 months, putting STC ahead of the competition.1
Noting that with this new feature, MySTC app Total ID registration reached 4.9M compared to 3.34M in 2017 and the monthly active users increased from 2.4M in 2017 to 4.3 in 2018 representing 88% from total registered
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 |
Joseph Abi Saab |
J.Walter Thompson |
Associate Creative Director |
Hessa Alsudairy |
J.Walter Thompson |
Creative Director |
Manuel Kurkjian |
J.Walter Thompson |
Senior Copywriter |
Wael Almadani |
J.Walter Thompson |
Junior Producer |
Jad Haddad |
J.Walter Thompson |
Associate Business Director |
Ziad Rayes |
J.Walter Thompson |
Account Director |
Rabie Hassoun |
J.Walter Thompson |
Senior Planner |
Dana Alkutoubi |
J.Walter Thompson |
Head of Strategic Planning KSA |
Ahmed Alsahhaf |
Saudi Telecom Company |
GM Marketing & Communications |
Safar Albargan |
Saudi Telecom Company |
Channel Marketing Director |