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: Online video, Outdoor, out-of-home, Public relations, Social media, Word of mouth, influencers
Budget: 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 redirected people to its suite of digital self-service channels – MySTC app, MySTC Shop and MySTC 900 and the telco demonstrated its pivotal role in spearheading a whole nation to open its eyes to new future possibilities.

Market background and cultural context