Based on The Saudi Central Bank (SAMA) data 2022, the share of e-payments in the retail sector has reached 62% of total payments in KSA. Although digital wallets have successfully increased their relative share substantially, they continue to lag behind Credit and Debit Cards with a relatively modest share of overall e-payments in the of approximately 0.3% of all consumer transactions.

In a category driven equally first by Saliency (36%) and relevance at (33%), according to stcpay’s BHT Q2 2022, it is critical for stcpay to seize every opportunity and occasion to connect with its users to drive app usage and increase its share of wallet.

The Year of Arabic Poetry is an occasion where most Saudi brands celebrate with a simple SM post, making it an opportunity for stcpay to stand out easily, if we can find a meaningful way to connect with our consumers.

Arabic poetry has always been known for its beauty and lyrical style. It’s a profound reflection of Arab identity, cherished through centuries. Celebrated for millennia as the most refined art form, with many poets were compensated handsomely for their craft. This financial compensation and public fame helped the art form gain traction as more upcoming poets did their best to rise through the ranks and earn their share.

Fast forward to today, the landscape of Arabic poetry paints a much different picture. In this digital era, its value has eroded, with appreciation hitting an all-time low.

stcpay, Saudi Arabia's leading e-wallet, decided to resurrect the value of this historical dying art in our modern, digital world, launching "The world's first-ever Poetry Currency", launched on the Year of Arabic Poetry, encouraging young Saudis to pay for their transaction using the value of poetry.

Our TA, are Arab Expats and Saudis ages 18-45, middle to low income they are tech savvy and rely on e-payment as part of their day to day fully integrated in Saudi Arabia post Covid cashless economy.

As inflation continues to rise, they are constantly looking for a bargain to save up as much as possible to fully try the abundance of experiences Saudi Arabia currently has to offer.

They hold their Arab heritage very dear to their heart, but when it comes to poetry, they embrace a more modern western lifestyle and influence, that is constantly promoted across the social media channels they follow.

That is why ignorer to connect with our audience and have them embrace Arabic poetry we knew we have to inspire them first, then offer them a bargain they can't refuse through our platform and wide list of venders and partners.

A few days prior to the occasion, we started with inspiring our stcpay users with poetry of our own. We turned all our SMS transaction confirmation from their normal format, into a small poem that conveys the same information. (amount paid, to whom and when). Not only that, when people transferred money in-app and got their confirmation phone call, they were surprised with an automated poem asking them to press 1 to confirm their transaction.

We went on ground surprising Saudis at stcpay partners shops with the opportunity to pay for their purchases with a simple poem. From coffee, food and personal groceries, Saudis of all ages across the kingdom, restored to the ancient art, trying to recall a few poems to earn their items for free.

On TikTok we invited users face up against each other.

“Pay with Poetry” campaign had a significant business impact, resulting in over 31 million impressions, 100,000 engagements, and 26 million views. Positive effects were also seen in the perception of stc as a digital enabler.

The campaign's effectiveness was demonstrated by the large number of reaches and social media visibility it produced.

Furthermore, the campaign was successful in changing how the younger generation views this kind of art. Their admiration for it has grown, and they were made aware of the significance and worth of our tradition, art and culture.