Campaign details

Brand: Saudi Telecom Company
Brand owner: Saudi Telecom Company
Lead agency: J. Walter Thompson
Country: Middle East and North Africa
Industries: Telephone & internet services
Media channels: Direct marketing, Online video, Outdoor- out-of-home, Point-of-purchase, in-store, Social media, Television
Budget: 5 - 10 million

Executive summary

Saudi Telecom Company'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 shared tips on keeping the family at home using our unlimited and reliable home internet. For the first time in years, subscriptions increased by 35%, and we gathered the family under one roof.

Market background and cultural context