Saudi Telecom Company: Forget Old Habits

Dana Alkutoubi

Telecoms operator STC took over salary week with a multichannel strategy to appeal to male household providers and boost downloads of its STC Pay digital wallet in Saudi Arabia.

Campaign details

Brand: Saudi Telecom CompanyBrand owner: Saudi Telecom CompanyAgency: Wunderman Thompson KSAMarket: Saudi ArabiaIndustries: Digital paymentsMedia channels: Competitions & contents, Outdoor, out-of-home, Radio & audio, Social media, TelevisionBudget: 1 - 3 million

Executive summary

Consumers in Saudi Arabia are notorious for being creatures of habit, especially when it comes to financial services, putting their trust in traditional banking despite the hassle that comes with it.

This heavily compromised the amount of usage and transactions within the STC Pay app, meaning it needed to change ingrained behaviours...

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