stc: Hijacking the 2022 World Cup

STC Kuwait, a telecommunications company, increased views, video-through rate, and impressions by creating a song associated with the 2022 FIFA World Cup.

Campaign details

Brand: stc KuwaitAgency: UM MENATRegion: EMEA

Strategy

Objective

The 2022 World Cup was a magical occasion for soccer fans around the world, with no shortage of celebrations (and commiserations.) But the tournament also presented a huge advertising opportunity for market-leading telecommunications provider STC Kuwait, who wanted to engage with a growing audience of younger customers and capitalise on the excitement associated with the nearby World Cup.

However, STC was operating in a challenging market.

A World Cup already creates intense competition for advertisers like STC, as brands across the globe pour enormous budgets...

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