To make Russia feel like home: Through exclusive roaming packages that are just as affordable as those in Saudi and secondly through content that changed local perception about Russia, a country whose culture and traditions are widely thought to be at odds with Saudis.

The best person for the job was a puppet: Our roaming puppet. We had created an entertaining online show ‘Rai7 Rai7’ in which a group of friends travel with our Puppet character and enjoy new experiences together on vacation with no internet hick-ups, the Puppet represents the left behind friend who managed to be part of the fun no matter where.

This year, we took the puppet to Russia accompanied by a courageous team of heroes: Aziz Alsheheri an actor,Samer alfaraj (influencer) and two of the national Saudi footballers. They all had one goal: to share exclusive and never-before-seen content about the Russia on “Rayi7 Rayi7”

Roaming takes away the comforts of being at home

After talking to youth planning to travel to Russia, we were armed with two key findings:1

1-SIM SWITCH The perception of Roaming being a very expensive service that is driving STC subscribers to switch to a local SIM from the country they are visiting

2- Russia was perceived to be very different culturally – while there was a lot of excitement around going to the world cup, there was also some anxiety around visiting a country that was perceived to be so culturally different (from food, to weather, to customs) and a country they knew very little about

And so to make our roaming packages relevant we wanted to make them feel at home while in Russia