Campaign details

Brand: Saudi Telecom Company
Brand owner: Saudi Telecom Company
Lead agency: J. Walter Thompson
Country: Saudi Arabia
Industries: Telephone & internet services
Media channels: Online video, Outdoor, out-of-home, Social media, Television, Websites & microsites
Budget: 1 - 3 million

Executive summary

A massive customer base put immense pressure on Saudi Telecom Company's service centres. Beefing up the centres with more staff was not a choice as it was costly and needed time. The solution? Promote MySTC, a full-service app that few used.

Introducing: 'The campaign that never saw the light', which appeared only when STC stores closed, and disappeared when they opened in the morning, with customised messages close to where Saudis hang out, showing store fronts on neon-lit billboards.