For the first time, we let the Saudi housewife become the ultimate ambassador of our Home Internet Service We brought to life and showcased the lives of three different housewives, who all had one goal, to keep their family or their husband at home. Saudi housewives were on a mission to keep families at home with the help of STC’s fixed internet packages, broadcasting their message and providing advice across channels. The smart housewives were the stars of our tv commercials, where they communicated each Internet service feature: fast, unlimited, and reliable

We brought to life and showcased the lives of three different housewives, who all had one goal, to keep their family or their husband at home.The smart housewives were the stars of our tv commercials, where they communicated each Internet service feature: fast, unlimited, and reliable through comedic tv spots and online content across top TV channels and YouTube & STC’s social media platforms.

Our superwomen also shared their ‘family hacks’ on social media – advising how they could keep the family together.

Then, our heroes took their motherly advice to the streets through billboards and even in retail with flyers and leaflets explaining the products.

And even in Ramadan,our housewives they had tips to share about keeping the family home and STC’s reliable internet.

Consumers engaged with our content, creating memes and content of their own, fueling a conversation about great internet at home, and keeping the family together.

For STC this was the most successful fixed broadband campaign to date.

From business perspective

• We increased the number of subscribers on fixed network by 35% versus an initial objective of 5% (Source: STC)

• We migrated more than 135K subscribers from mobile broadband to fixed versus an objective of 50,000 (Source: STC)

But also our ‘mums’ became a part of popular culture as the social media community used their personalities to reflect real time events in memes, and social commentary.

By having mum on our side, we turned the Internet from a tool that drives families apart into a connecter. And we proved that, truly, there’s no place like home