Brand: Saudi Telecom Company
Brand owner: Saudi Telecom Company
Lead agency: J. Walter Thompson
Country: Saudi Arabia
Industries: Telephone & internet services
Media channels: Content marketing, Direct marketing, Events & experiential, Outdoor, out-of-home, Social media, Television, Virtual & augmented reality, Websites & microsites
Budget: 3 - 5 million
Most of Saudi Arabia remains unexplored, even to Saudis. So, when STC found its claim to have the largest network coverage challenged by competition, we introduced Unveil Saudi, a nationwide, real-time demonstration of network power.
We travelled far and broadcast live never-before-seen content, testing the furthest reaches of our network and uncovering the Kingdom's breathtaking diversity. The content was used for outdoor advertising, TV commercials, and live exhibitions, and grew into a permanent internal tourism platform adopted by the government. And consumers' perception of our network strength increased by 17%.