Challenge

Saudi Telecom Company has the biggest network and the widest coverage across Saudi Arabia – but was increasingly coming under pressure from competition as the telecommunications category was stuck in an escalating superiority arms race: trying to outshout each other with more claims of 'best’, 'fastest' and 'biggest' network.

How could Saudi Telecom continue to demonstrate and reinforce stc’s leadership in network strength and coverage and continue to engage audiences to advocate the network supremacy of stc?

Inspiration

We explored the realities of network coverage. We were reminded how vast, rich in culture and largely undiscovered the Saudi Kingdom is – with much of it unknown even to Saudis themselves. Much of the country is uninhabited, unseen, and unreachable by most. This gave us the perfect opportunity to demonstrate how strong our network is even in the remotest areas of Saudi. So we set out to prove STC’s wider coverage by broadcasting live from some the Kingdom’s most remote locations and, in the process, uncover the country’s hidden beauty enabling Saudis to discover their own country.

Idea

Our Saudi Arabia, US and Costa Rica teams launched A live demonstration of STC's network power putting the remotest parts of Saudi Arabia on the map using a Camel : A Saudi icon that has historically gone where no human has gone before. Sarha the world’s first content creating camel roams the vast Saudi desert putting STC’s network through the ultimate test while also unveiling the unseen wonders of Saudi Arabia . 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

We not only maintained perception of our network strength of 89% but increased it by 2%. Resulting in 400,000 incremental customers

As network strength is a key driver of brand equity, our brand equity index following the campaign was 6.6 compared to 4.3 for Mobily and 2.0 for Zain increased from 6.5 for stc, 4.5 for mobily, 2.1 for Zain

Furthermore, our film received 4,479,812 Total views and 307,248,640 total impressions: Conversations around Sarha resulted in 1602 posts and 1620 mentions.

All together this culminated in $2 million in PR value.

Stc Meet Sarha

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Awards

Epica Awards 2021

Epica Awards 2021

industry Specific


Silver

2022 Dubai Lynx

2022 Dubai Lynx

PR


Bronze

2022 Dubai Lynx

2022 Dubai Lynx

PR


Silver

2022 Dubai Lynx

2022 Dubai Lynx

Mobile


Mobile Lynx Award

2022 Dubai Lynx

2022 Dubai Lynx

Design


Silver

2022 Dubai Lynx

2022 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