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: Merchandise & free gifts, Online video, Programmatic display, Social media, Websites & microsites, Word of mouth, influencers
Budget: Up to 500k

Executive summary

Saudi Arabia finally lifted its ban on women driving in 2018. With 24 June, the first day women would drive, fast approaching and the nation still not unified behind the decree, not all women were confident to drive. Saudi Telecom Company (STC) committed to making this change accepted, and turned the women driving conversation completely on its head, using history and the nation’s role model to prove the naysayers wrong. We went back in time to the story of King Abdulaziz and galvanised the nation behind every woman – demonstrating that change didn’t make history but that history made the change desired in Saudi Arabia.

Market background and cultural context

Saudi Arabia’s vision