This campaign was to fall under a larger initiative to try and make their brand approachable to young people across KSA. The current trend of social satire being employed by young Saudis to address larger social issues was the perfect vehicle to achieve this. Saudi Hero was created to:

• Engage with young Saudis in an entertaining way

• Shift perceptions about the brand

• Become a force for good

The key to the campaign was to achieve these goals while not appearing fake or patronizing. The results achieved and the level of engagement is a testament to how effective this campaign was

* Saudi Hero, so far, is a two season series, running since 2015.

* Each season consisted of 4 episodes

* Published on Social Media channels owned by STC, namely YouTube and pushed through STC Twitter