Cannes Lions

Watch for WiFi

WUNDERMAN THOMPSON, Riyadh / SAUDI TELECOM COMPANY / 2021

Presentation Image
Digital Proof JPG
Supporting Images

Overview

Entries

Credits

Overview

Background

stc is the largest telecom operator in Saudi Arabia, with a great coverage and a fast network. The company provides quality services to Saudis across the Kingdom, including free WiFi hotspots that offer a secure network in public locations, compared to the unsafe public networks offered at malls or coffeeshops.

Yet, most people were unaware of stc’s WiFi hotspots that offer great security. So, stc needed to make Saudis aware of the dangers of connecting to Public WiFi and promote its safe network.

We needed to raise awareness among our target audience, mainly teenagers and youth comprising 60% of the population, and who are the top Internet consumers.

Idea

We designed powerful posters with a dual purpose, serving as a warning sign about the dangers of Public WiFi, and a sign welcoming passersby to connect to stc’s WiFi.

We placed these posters in high-traffic areas that are frequented by our target audience, and ensured that the relevant content would strike a chord on the spot. To be specific, we used key words like “1AM Chats”, “Honeymoon pics”, and “All passwords.docx”, which evoked the fear of getting exposed.

Execution

The designed posters were eye-catching, simple, and effective. After taking notice of the striking visuals and getting closer to them, people could instantly identify that there is free stc WiFi in the public location.

We collaborated with a professional architect and AutoCAD artist to design a series of three posters, each showing a blueprint of a public space: cinema, opera house, and amphitheater. In each poster, the seats and stage formed the WiFi signal, with ‘private data’ displayed on stage for everyone to watch (such as ‘1AM chats’, ‘honeymoon pics 2019, and ‘all passwords.docx’), showing how connecting to Public WiFi is like inviting an audience to take a seat, access your personal data, and invade your privacy.

Outcome

stc successfully raised awareness on its secure WiFi hotspots across the Kingdom and finally gave Saudi teenagers and youth a sense of security even when they were outside. Instead of connecting to public locations and putting themselves and their data at risk, they were able to connect to stc’s free and secure WiFi hotspots.

Similar Campaigns

12 items

The Hajj Notes

WUNDERMAN THOMPSON, Riyadh

The Hajj Notes

2021, SAUDI TELECOM COMPANY

(opens in a new tab)