MySTC: The campaign that never saw the light

This case study shows how STC, a telecommunications brand, successfully eased pressure from its customer services outlets in the KSA by launching a campaign that migrated its users towards a nocturnal support service app.

Campaign details

Brand: Saudi Telecom CompanyBrand Owner: Saudi Telecom CompanyLead Agency: J. Walter ThompsonCountry: Saudi ArabiaIndustries: Telephone & internet servicesMedia Channels: Mobile & apps, Online display, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Social media, TelevisionBudget: 1 - 3 million

Executive summary

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

Introducing: 'The campaign that...

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