STC Fixed Broadband: Meet the Housewifis

Telco Saudi Telecom Company (STC) used a light-hearted campaign to increase the number of subscribers to its fixed internet network in Saudi Arabia.

Campaign details

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

Executive summary

STC's home internet plans had grown unpopular in Saudi Arabia, and fierce competition didn't help. Since modern Saudis are spending less time than ever at home, we promoted our home internet by partnering with those who wanted no limits on family time: Saudi housewives. Through a light-hearted campaign, including TV spots, housewives...

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