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, Events & experiential, Games & competitions, Online video, Other & ambient media, Outdoor, out-of-home, Social media, Television, Virtual & augmented reality, Websites & microsites
Budget: 3 - 5 million

Executive summary

Most of Saudi Arabia remains unexplored, even to Saudis. When Saudi Telecom Company (STC) found that competition was challenging its claim to have the largest network coverage, we introduced Unveil Saudi: a nation-wide, real-time demonstration of network power.

STC travelled far and broadcast live never-before-seen content, testing the furthest reaches of the network and uncovering the Kingdom's breath-taking diversity. The content was used for outdoor advertising, TV commercials, and live exhibitions, This grew into a permanent internal tourism platform adopted by the government, thanks to which consumer perception of STC's network strength increased by 17%.

Market background and cultural context