Campaign details

Brand: Jawwy
Brand owner: Saudi Telecom Company
Lead agency: FP7 McCann Dubai, FP7 McCann Riyadh
Contributing agencies: Keyade Middle East, Speedtrack
Country: Saudi Arabia
Industries: Telephone & internet services
Media channels: Content marketing, Mobile & apps, Online video, Social media, Word of mouth, influencers
Budget: 500k - 1 million

Executive summary

In Saudi Arabia, through a mobile-led branded content campaign, we brought telecom operator Jawwy’s advantage of ‘pay for what you use’ to life.

We tapped into an untapped pain point: youth pay for data and minutes they don’t use and we showed how Jawwy could offer them the flexibility and the option to get money back for the data and minutes they didn’t use.

The campaign helped Jawwy disrupt the relationship youth had with their telecom operators in Saudi Arabia, where legacy telecom giants dominate the landscape with high media budgets and retail operations across provinces.