Saudis are known for being a nocturnal society.  On any given day life starts after the last prayer, rush hour makes a comeback at 1 am and the last call is just before sunrise.   So when we wanted to promote STC’s full customer service app ‘MySTC’, we thought of taking over the night through contextual & timely messages - that popped up at night and disappeared during the day - to remind our customers that they can fulfill their requests on MySTC when our customers thought that we stopped operating. Through a barrage of nighttime messages on several channels, that were cheaper to execute as it avoided primetime hours, we used the night to save the day at a minimal cost & with immense success

We launched our campaign on various channels with contextual messages to fit each channel. For instance on social networks, we used: ‘Late night stalking? We don’t mind you follow us. Your store around the clock’ for Instagram, ‘Friend’s all asleep? We are here for you’ for Facebook, ‘Late night browsing? Check us out. Your store around the clock’ for web browsing. For those enjoying a late night ride, we communicated ‘No one is open at this hour; but we are. Your store around the clock’. The same was used for TV bumpers. In order to maximize the reach, we released our TV bumpers & digital executions on the most watched TV channels & the most popular social networks in Saudi. And to keep our cost low, we only communicated after 11pm when media price was lower than communicating during primetime hours, starting mid-December 2015 till mid-July 2016

The campaign was a hit among Saudis with positive social media feedback and buzz along with excellent business results. Customer satisfaction went up by 23% which is 153% our objective. STC’s In-Store footfall went down for the first time ever by 9%, a staggering 180% more than our objective. While service center calls had a drop of around 14% which is almost 140% more than what we aimed to achieve. Additionally, we reached a total of more than 1,100,000 app downloads during the campaign period with an average of 4 star rating out of 5 on Google Play store and 4+ rating on Apple iTunes store.