Dubai Lynx

Saudi National Heros

J. WALTER THOMPSON RIYADH, Riyadh / SAUDI TELECOM COMPANY / 2017

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Overview

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Credits

Overview

Background

National day is a heavily celebrated day in Saudi Arabia, one rooted in emotion, pride and festivity. It is also the only non- religious public holiday that is celebrated. The Saudi Telecom Company being an inherently Saudi organization, wanted to be a part of this day, to continue to reflect its Saudi image and maintain relevancy while maintaining its position as the national operator with the widest coverage.

Description

On National Day, Saudis prefer to travel abroad, encouraged by local airlines offering low fares. So STC spoke to these travellers right before they boarded, by installing large LED screens (5 meters) at the airport.

The screens displayed contextual messages that challenged them to cancel their trip and stick around for their nation:

- "Of all the days you can travel, you chose today?"

- "What's a National Day without nationals"?

- "It's called National Day,not International Day!"

- "Ready to cancel your trip for the sake of your country?

Within seconds,the conversation around the messages on the LED screens moved online, sparking a debate about celebrating National Day outside of the country. Travellers who accepted the challenge went on an unexpected trip to untapped destinations, witnessing majestic sceneries only a few Saudis have seen.They shared their experience using STC's coverage that extends to the remotest parts of the country.

Execution

With messages across the airport, challenging people to cancel their trip to stay behind and stick around for their nation, STC approached travelers to live up to the challenge. Our challenge was controversial, and word quickly spread on social media, with thousands reacting our controversial question.

Seven travelers accepted STC’s challenge, and were whisked away to far and untapped destinations in Saudi, witnessing majestic sceneries. Our national heroes were able to share their internal tourism experience in the remotest parts of the kingdom through STC’s far reaching network.

Using STC and the traveler’s social media, the rest of Saudi could share in their experience thank to STC’s strong network and the images, also sparked a debate about celebrating national day outside of the country.

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