Saudi Telecom Company: The Brother of Nora

Saudi Telecom Company (STC) used a historically-based social media and video campaign to promote acceptance of women driving and enhance its brand metrics with women.

Campaign details

Brand: Saudi Telecom CompanyBrand owner: Saudi Telecom CompanyLead agency: J.Walter ThompsonCountry: Saudi ArabiaIndustries: Telephone & internet servicesMedia channels: Merchandise & free gifts, Online video, Programmatic display, Social media, Websites & microsites, Word of mouth, influencersBudget: Up to 500k

Executive summary

Saudi Arabia finally lifted its ban on women driving in 2018. With 24 June, the first day women would drive, fast approaching and the nation still not unified behind the decree, not all women were confident to drive. Saudi Telecom Company (STC) committed to making...

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