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: Content marketing, Online video, Sponsorship - event, property, Social media
Budget: Up to 500k

Executive summary

Saudi Telecom Company (STC) is the market leader in Saudi Arabia when it comes to fixed internet, with more than 90% of the market. With an exclusive agreement to expand until 2020, the pressure is on to capitalise on that lead before the competition is allowed back to the playing field. By going after a new segment – gamers who rely heavily on fixed internet – with an adjusted bundle, STC continued to unlock growth by doing that. It was game over for the competition before the game even started!

Market background and cultural context

How does a market leader unlock growth?