Challenge

In 2009, Chris Rowland, an American citizen, joined Twitter using his nickname ‘Saint Chris’ – or @stc. This led to an amazing case of mistaken identity and having thousands of customers follow him thinking he was the Saudi Telcom Company.

Inspiration

Chris held on to his username, with daily mentions from frustrated @stc users. We realized that there was a lot of humorous interaction and engagement on Twitter with Chris over the years – and that we should do something about it.

Idea

Instead of announcing the news with a traditional post, we created a compelling film narrating Chris’s side of the story that took our message viral. The film featured testimonials from the people in his life that also shared his story from the moment it began till the moment he decided to let of the Twitter handle.

Growth

In a few hours, the film was watched by millions of Saudis on Twitter and shared heavily on social media, making it the most successful film STC has ever released. Most importantly, we were able to quickly spread the message that @stc now belongs to the Saudi Telecom Company – increasing our following exponentially.

Stc The Film

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Awards

2021 Cannes Lions

Non-Fiction Film: Up to 5 minutes, Entertainment


Silver Lion

2020 Dubai Lynx Awards

Entertainment: Fiction & Non-Fiction Films up to 5 minutes


Grand Prix

2020 Dubai Lynx Awards

Digital : Influencer / Talent


Gold

2020 Dubai Lynx Awards

Entertainment : Talent: Film, Series & Audio


Gold

2020 Dubai Lynx Awards

Film: Corporate Social Responsibility (CSR) / Corporate Image


Gold