Challenge

As part of Saudi Telecom’s (stc) mission to digitize the Kingdom, the telecoms company wanted to promote their cutting-edge app ‘Mystc’ that offers all the services customers can get in store and more. But customers in Saudi Arabia are conditioned to go in store for customer service, so the challenge was to break this long-standing habit and convince those who are resistant to change to get help via the new stc app.

Inspiration

Instinctively, when a person decides to visit a Saudi Telecom store, the first thing they do is open Google Maps and find the nearest branch. And when they tap on the place, they would also see a collection of user-generated images of the store that are essentially useless for a telco store.

Idea

In an unprecedented move, stc made clever use of a platform that doesn’t sell space to brands, turning Google Maps into a new educational channel. If Google Maps was leading customers to the store, it was the perfect platform to hijack them to the app instead. We collaborated with one of Saudi’s funniest comedians and sent him to stc stores to create content from these locations and upload it onto Google Maps. With every store search, our character popped up with messages asking people to rethink their visit and use the app instead.

Growth

And just like that, we turned simple thumbnails into a totally new media spot that carried one of the biggest targeted, real-time, campaigns in the Kingdom. Within one week, the campaign achieved the following results:

  • 8% increase in App downloads
  • 17% increase in active users
  • 21% increase in activities inside the App
Stc The Unexpected Reorute Case Study Final
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Awards

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Media


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2022 Dubai Lynx

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2022 Dubai Lynx

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2022 Dubai Lynx

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2022 Dubai Lynx

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Direct Marketing


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2022 One Show

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2022 Clio Awards

2022 Clio Awards

Digital / Mobile


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2022 Caples Awards

Radiocal New Strategy


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