STC: Meet Swailem

Dana Al-Kutoubi

This case study shows how STC, a telecommunications brand, increased its equity in the KSA by launching a nostalgic campaign reminiscent of the '70s in a segment obsessed with marketing speed and fast services.

Campaign details

Brand: Saudi Telecom CompanyBrand Owner: Saudi Telecom CompanyLead Agency: J. Walter ThompsonCountry: Saudi ArabiaIndustries: Telephone & internet servicesMedia Channels: Online display, Online video, Social media, TelevisionBudget: 1 - 3 million

Executive summary

Saudi Telecom (STC) was not known for its broadband offering amongst the youth in Saudi Arabia. To cut through a commoditised category where speed dominated the conversation, STC needed to change the game to increase its top of mind awareness.

Since the youth spent most of their time online, we created a piece...

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