Saudi Telecom Company: The Big Shutdown

Telecom brand STC closed all of its stores for a day in a stunt to force customers to use its self-service apps in Saudi Arabia.

Campaign details

Brand: Saudi Telecom CompanyBrand owner: Saudi Telecom CompanyLead agency: J. Walter ThompsonCountry: Saudi ArabiaIndustries: Telephone & internet servicesMedia channels: Online video, Outdoor, out-of-home, Public relations, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

On 19 December, Saudi Telecom Company (STC), the country's leading operator, encouraged its clients to totally forget its stores existed. It closed all 220 branches across 118 cities in the Kingdom with no warning.

Instead, STC went to its clients. Using the closed store fronts as an invitation, STC...

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