Saudi Telecom Company - "The Campaign That Never Saw The Light"

J. Walter Thompson Riyadh

J. Walter Thompson Riyadh Riyadh, Saudi Arabia

Awards

6639

Brand: Saudi Telecom Company
Country: Saudi Arabia

Advertiser: Saudi Telecom Company

Title	The Campaign That Never Saw The Light
Agency	J. Walter Thompson Riyadh
Campaign	The Campaign That Never Saw The Light
Advertiser	Saudi Telecom Company
Brand	Saudi Telecom Company
Date of First Broadcast/Publication	2017 / 3
Business Sector	Telecommunications Services
Story	Saudis are known for being a nocturnal society. So when we wanted to promote STC’s full customer service app ‘MySTC’, we thought of taking over the night through contextual & timely messages - that popped up at night and disappeared during the day - to remind our customers that they can fulfill their requests on MySTC just when our customers thought that we stopped operating. So if someone was cruising at night, we used LEDs & billboards with a message: No one is open at this hour; but we are. MySTC, your store around the clock. If someone is on Facebook, our message was: Friend’s all asleep? We are here for you. Through a barrage of nighttime messages on several channels, that were cheaper to execute as it avoided primetime hours, we used the night to save the day at a minimal cost & with immense success
Media Type	Television
Length	118 seconds
Chief Creation Officer	Chafic Haddad
Executive Creative Director	Rayyan Aoun
Creative Director	Amr Wagih Mergawi
Copywriter	Maian Alken
Art Director	Jean Al Azar
Art Director	Max Dipasupil
Planning Director	Dana al Kutoubi
Business Manager	Jad Haddad
Account Manager	Maan Gelidan
Marketing Manager	Ahmed Alsahhaf
Digital Media Lead	Naif Alqazlan
Digital Media	Abdullah Alotaibi
Art Director	Firas Ghannam