Dubai Lynx

Walk & Talk

WUNDERMAN THOMPSON, Riyadh / STC (SAUDI TELECOM COMPANY) / 2022

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Overview

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Credits

Overview

Background

Covid-19 forced companies across sectors to humanize their brand, telecoms everywhere were responsible in keeping people connected, entertainment and frankly, sane. Without an internet connection people wouldn’t have been able to talk to their families and friends, watch their favorite films to pass the time or even follow online workouts to stay active. Like most of the world, Saudis were faced with lockdowns, confined between four walls, and it didn’t just cause emotional distress, but impacted physical health.

Pre-covid, Saudis were already facing a major health crisis, over 40% were suffering from obesity1, and the government was accelerating its efforts in raising awareness, and warning against implications such as diabetes and other diseases. But as movement was completely restricted during the lockdown, this was only going to get worse.

So, how could stc help Saudis navigate the challenges of the pandemic and convince people to start moving using its services.

Idea

stc will champion the walking while talking on the phone to keep Saudis in good shape during the pandemic.

Introducing the Walk & Talk reward program A mobile app that rewards users for moving while they’re on the phone.

Every user was given a personal goal based on their activity, and Body Mass Index, and instantly rewarded upon completion

Strategy

As the kingdom was facing a lockdown Saudis turned to devices for entertainment, activities like gaming increased by 300% and social media consumption increased by 80%.

Most importantly, people were turning to calls to stay connected to friends and family, at a time where physical gatherings were banned, this was a huge part of everybody’s lives.

And when people get on the phone, they usually get an impulse reaction to walk around while talking.

While you may assume its irrational, its physiological, people are naturally used to face-to-face conversation, when that’s out of the picture the brain needs to connect elements such as vocal tone, word choice and gestures all together.

The brain basically fills in what it perceives as missing, and the emotional responses turn into physical movements, such as pacing.

So, how could stc turn these natural human behaviors into a rewarding experience.

Execution

Introducing the Walk & Talk reward program

A mobile app that rewards users for moving while they’re on the phone.

Every user was given a personal goal based on their activity, and Body Mass Index, and instantly rewarded upon completion, the rewards were devices such as smartphones and headsets which were delivered weekly.

With time, in-app features were added to engage the users, such as: custom made push notifications and draws on bigger prizes.

A leaderboard was then introduced so people could compete with their friends and their community. The app and rewards were made available to stc and non-stc users, making sure it reached as many people as possible.

We went live across social media, such as twitter, Facebook, and Instagram, encouraging people to sign up by telling them to “win their health back with every step” and to download the app to get awarded.

Outcome

We exceed objectives by 10% with over 1100 people reaching 10,000 weekly steps- stc helped people to move again during the pandemic, reaching 11M+ steps in a week. That’s how stc didn’t keep people connected during the pandemic, but also helped them stay in good shape.

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