As the country’s leading telco operator, STC faced increasing competition over its claim to have the widest coverage. The market was inundated with messages from competitors Mobily & Zain claiming to have the widest network, covering even the outskirts of Saudi Arabia. This was also impacting our brand equity, with the perception of network strength dropping.

However, rather than enter a shouting match, and compete over who could say widest coverage the loudest, as the market leader, we needed to walk the talk, and actually demonstrate our network strength and reassert our leadership.

2017- 2018 Our objective was to increase perception of network strength by 10% from 52% (Source: Research agency Brand Tracker)

2019-2020 – Our objective was to maintain our leadership in perception of network strength and increase above 70% (Source: Research agency Brand Tracker)

Unveil Saudi became an ecosystem, unveiling a whole culture, its history, food, traditions across a multitude of channels. Beyond showcasing how far STC’s network can reach, we were demonstrating how deep it can go.

From 2016/2018

Perception of network strength increased by 17% which is 70% more than our target (Source: Research agency brand tracker)

We had 1.2 million unique visitors to the site (Source: website backend)

100,000 posts, and 30,218,620 views (Source: website backend, social media analytics)

Our hashtag generated 1.4 billion potential impressions (Source: Twitter)

Generating 320,000,000 media impressions & 1.7 million USD in PR value (Source: STC)

Content that followed from Nov 2019 – February 2020

Actual leadership in Network strength from 70% in 2017 to 92% in 2020 (Source: Nielsen Brand Health Tracker)

We had a total of 8,230,636 views & impressions: 8,456,824 organic impressions and 492,563 organic engagements (Source:Media agency)