Saudi Arabia has been undergoing in recent years momentous transformation, facing challenges on political, & economic fronts.

Earlier in 2016, in the midst of these political and economic challenges, government officials rolled the Vision 2030 which has broken the country’s norms that the population has grown so accustomed to over the years.

Vision 2030 is a total renegotiation of the social contract between the people and the government. It will change the fabric of society and when that happens, you are bound to have different sides, but STC is the ultimate connector. STC needed to show unity, progress, and innovative technology. STC needed to celebrate ALL the voices of the kingdom

First to consolidate and showcase all user engagement we created a hashtag based on which the creative was built including the song. In order to reach the masses within two weeks, we secured

- TV spots (cuts from the song) on major regional TV stations, including MBC channels, Rotana and Saudi TV.

- Radio spots to play the song created including DJ mentions

- Large OOH & Stadium-boards across KSA main cities, Riyadh, Jeddah & Dammam

- Mass digital display cross device campaign

- Song was pushed through a video that we promoted on YouTube & Social Media

- We pushed Snapchat to create a Live story on its discover tab, onto which we delivered STC ads and branded national day filters for the users to celebrate

- We pushed the song onto the top 5 songs of Anghami, music app with over 2 million subscribers in KSA.