STC: LaYwagif - The first online entertainment hub

This case study describes how telecoms brand STC used a TV and digital strategy to become an entertainment provider to appeal to young people in Saudi Arabia.

Campaign details

Brand: Saudi Telecom CompanyBrand owner: Saudi Telecom CompanyLead agency: J. Walter ThompsonCountry: Saudi ArabiaIndustries: Telephone & internet servicesMedia channels: Content marketing, Games & competitions, online display, Online video, Outdoor, out-of-home, Print - general, Social media, TelevisionBudget: 5 - 10 million

Executive summary

In 2015, STC, Saudi's largest telecoms operator made a dramatic change. It stopped being a telecoms operator and became an entertainment destination. With little relevant content available on traditional channels, STC created the region's first online branded content hub. Not only did this hub...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands