Campaign details

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

Executive summary

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%.

Market background and context