After four years of differentiating and asserting stc’s network leadership, we now faced a new challenge. With the introduction of 5G, the market was, once again, inundated with messages from competitors (Mobily & Zain) claiming to have the newest, widest, and strongest network. Knowing that continuing to talk about network strength would have a diminishing effect, we knew we had to reassure an audience whose loyalty was based on quality of service that our network was still the strongest.

When exploring the realities of network coverage, we were reminded how vast, rich in

culture and largely undiscovered the Saudi Kingdom is – with much of it unknown, uninhabited, unseen and unreachable even by Saudis themselves.

This gave us the perfect opportunity to demonstrate how strong our network is even in

the remotest areas of Saudi and put it in a rigorous stress-test.

So, we set out to prove STC’s wider coverage by broadcasting live from some of the Kingdom’s most remote locations.

Meet Sarha, a generic Saudi camel powered by stc 5G and the latest broadcasting tech ,to turn a generic camel known to historically go where no human has gone before, into a live broadcasting hybrid capable of uncovering the country’s hidden beauty and enabling Saudis to discover their own country further.

We invited well known landscape and adventure photographers from around the world to see an unseen and unknown Saudi Arabia through Sarha’s eyes, enabling them to

capture live images and videos from the comfort of their own home. She could optimize

their photography with high-definition images captured in real time and uploaded at high

network speed.

Photographers were able to control all the camera settings, as a result,

epic photos and never seen before content were uploaded onto Sarha’s online platform,

Sarha also shared data through a dashboard all visualized and published on her

Instagram account for people to follow day-by-day. This culminated in Sarha’s very own

exhibition and a photography book.