Challenge

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.

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
STC Meet Sarha LYNX Generic Integrated Brand Experience

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Awards

Epica

Epica


Silver

Dubai Lynx 2022

Dubai Lynx 2022

Digital / PR


Bronze

Dubai Lynx 2022

Dubai Lynx 2022

PR


Silver

Dubai Lynx 2022

Dubai Lynx 2022

Mobile


Mobile Lynx Award

Dubai Lynx 2022

Dubai Lynx 2022

Design


Silver

Dubai Lynx

Dubai Lynx

Creative Strategy


Bronze

2022 Dubai Lynx

2022 Dubai Lynx

Digital


Bronze

2022 Dubai Lynx

2022 Dubai Lynx

Digital


Shortlist

2022 Dubai Lynx

2022 Dubai Lynx

Digital


Shortlist

2022 Dubai Lynx

2022 Dubai Lynx

Mobile


Shortlist

2022 Dubai Lynx

2022 Dubai Lynx

Outdoor


Shortlist

2022 Clio Awards

2022 Clio Awards

Digital/Mobile


Silver

2022 One Show

2022 One Show

Creative Use of Data


Merit

2022 One Show

2022 One Show

Integrated


Shortlist

2022 D&AD

2022 D&AD

Digital


Shortlist

2022 Caples Awards

2022 Caples Awards

Integrated


Gold

2022 Caples Awards

2022 Caples Awards

Innovation


Silver

National Addy Awards

National Addy Awards

Innovative Use of Interactive / Technology


Gold

National Addy Awards

National Addy Awards

Integrated Advertising Campaign


Gold

National Addy Awards

National Addy Awards

National Judge's Choice Award


Winner