Challenge

The market was inundated with messages from competitors claiming to have the widest network, impacting STC’s brand equity, with the perception of network strength dropping.

Inspiration

In exploring 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. This gave us the perfect opportunity to demonstrate how strong our network actually was even in the remotest areas of Saudi.

Idea

Build a platform with a team of local photographers and leading influencers, capturing scenes that were never shot before and broadcasting them live using the network, we then collaborated with the Ministry of Education to create an immersive VR experience in schools and universities to empower students.

Growth

Unveil Saudi became an ecosystem, unveiling a whole culture, its history, food, traditions across a multitude of channels. Beyond showcasing how far STC’s network can reach, we were demonstrating how deep it can go.From a solution to a business problem, Unveil Saudi has grown to become a brand on its own, a modern-day ambassador of Saudi Arabia and an unprecedented demonstration of network strength.

STC Unveil Saudi Main

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Awards

WARC MENA Strategy 2018

WARC MENA Strategy 2018

NA


Gold

WARC Global Strategy 2018

WARC Global Strategy 2018

NA


Gold

WARC Media Strategy 2018

WARC Media Strategy 2018

NA


Silver

Effies 2017

Effies 2017

Brand Experience


Silver

Effies 2017

Effies 2017

Telecommunications, mobiles & Internet


Silver

Loeries 2017

Loeries 2017

Integrated Campaign


Bronze

Dubai Lynx 2017

Dubai Lynx 2017

Design


Silver

Dubai Lynx 2017

Dubai Lynx 2017

PR


Bronze

Dubai Lynx

Dubai Lynx

Integrated


Bronze