Saudi Telecom Company has the biggest network and the widest coverage across Saudi Arabia – but competitors were making false claims against this proven statistic in order to acquire more customers. Saudi Telecom had to re-establish their market leadership and gain back the trust and confidence of customers.
Meet Sarha – The World’s First Content-Creating Camel
Showcasing our expertise in data, creativity and technology to demonstrate the power of Saudi Telecom wireless
Challenge
Inspiration
Saudi Arabia is covered by vast deserts and nearly half the country is uninhabited, unseen and unreachable by most – except for the desert camel, the only being that can reach these areas and an icon that holds a special place in Saudi Arabia’s heart, where camels are often called ‘the ship of the desert’.
Idea
Our Saudi Arabia, US and Costa Rica teams launched Sarha – the world’s first content-creating camel. Sarha the camel roams the vast Saudi desert putting STC’s network through the ultimate test while also unveiling the unseen wonders of Saudi Arabia when the country is re-opening for tourism.
This combination between a primitive pachyderm and state-of-the-art technology enabled a renowned group of international photographers to connect remotely to a camera rig system installed on the camel’s hump using STC’s network feeding them live data for optimizing their photography, which is shared on the campaign website and the data captured released on Instagram.
Growth
Just a few days after launch, the campaign achieved massive levels of engagement online:
- Total impressions: 307,248,640
- Total posts: 1602
- Total mentions: 1620
- Total videos views: 1.3 Million
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Awards
Epica
Silver
Dubai Lynx 2022
Digital / PR
Bronze
Dubai Lynx 2022
PR
Silver
Dubai Lynx 2022
Mobile
Mobile Lynx Award
Dubai Lynx 2022
Design
Silver
Dubai Lynx
Creative Strategy
Bronze
2022 Dubai Lynx
Digital
Bronze
2022 Dubai Lynx
Digital
Shortlist
2022 Dubai Lynx
Digital
Shortlist
2022 Dubai Lynx
Mobile
Shortlist
2022 Dubai Lynx
Outdoor
Shortlist
2022 Clio Awards
Digital/Mobile
Silver
2022 One Show
Creative Use of Data
Merit
2022 One Show
Integrated
Shortlist
2022 D&AD
Digital
Shortlist
2022 Caples Awards
Integrated
Gold
2022 Caples Awards
Innovation
Silver
National Addy Awards
Innovative Use of Interactive / Technology
Gold
National Addy Awards
Integrated Advertising Campaign
Gold
National Addy Awards
National Judge's Choice Award
Winner
Press
Saudi Telecom has a 'Content Creating Camel' roaming deserts
AdAge
Saudi Telecom Hires ‘Content Creating Camel’ To Take Photos In Unseen DesertsDesign Taxi
Wunderman Thompson launches content creating camel, Sarha, for stc (Saudi Telcom)Campaign Middle East
Saudi Telecom rents camel creative content to take photos in invisible desertsTech Sumo
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