STC campaigns land Gold and Silver at WARC Media Awards 2019
J. Walter Thompson Saudi Arabia only agency in MENA to net two wins
Riyadh. 13 February 2019 : J. Walter Thompson - the world’s best known marketing communications brand and a WPP company - have won two prestigious WARC Media Awards : a Gold in Channel Integration for Saudi Telecom Company’s “The campaign that never saw the light”, and a Silver in Partnerships and Sponsorships for Saudi Telecom Company’s “Unveil Saudi” campaign. WARC Media Awards is a global competition that rewards communication planning which has made a positive impact on business results. In the 2019 awards, no other agency in MENA netted two wins.
The Channel Integration category specifically looks at how sophisticated communications architecture helped boost campaign effectiveness. When STC wanted to support its customers’ needs, even after normal business hours, JWT saw a huge opportunity. Rather than spend valuable time and money constructing new service centres around the country, JWT looked to make STC’s existing, full service app, MySTC, work much harder for the brand. People in Saudi Arabia are notorious night owls, so the campaign’s entire communications architecture only came alive at night, and would shut down early in the morning when normal business hours resumed. The night time only campaign’s message was a big hit with Saudis, who downloaded the MySTC app by the thousands, leading to a massive increase in customer satisfaction and fewer people relying on Call Centres for help.
The Partnerships and Sponsorships category specifically looks at how third parties, including native advertising and sponsorships, have helped brands meet business goals. Promoting STC’s broadband qualities, JWT partnered with local photographers, bloggers and vloggers, to explore the most beautiful yet remote parts of the country and report on what they experienced. Uploading their content to the dedicated website whilst out on location, an incredible picture of the country was being unveiled from their stories – images, sights, sounds, colours, adventures and heritage points many Saudis had forgotten even existed. From demonstrating the depth and breadth of STC’s coverage across the nation in a fundamentally new way, “Unveil Saudi” grew to become a modern-day ambassador.
Ahmad al Sahhaf, Marketing Communications General Manager at STC said, “At STC we believe in the effectiveness of a truly creative campaign. Talking to people about our offerings and services in a brave new way provides avenues and experiences they actually want to engage with. We are delighted that the innovative conversations we develop with our communications partner, J. Walter Thompson KSA, are being recognised on the global stage, just as they are setting entirely new benchmarks for the marcoms industry in the region.”
Camille Haddad, CEO of J. Walter Thompson Saudi Arabia and Levant, added “STC is changing the consumer perspective in this market and we are proud to be a part of that inspiring journey with them.”
ABOUT J. WALTER THOMPSON COMPANY
J. Walter Thompson (JWT) – the world’s best-known marketing communications brand – has been reimagining the future for businesses for over 154 years. Headquartered in New York City, JWT is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 innovators and change agents. Known for our award-winning work and leading initiatives, JWT was the very first agency to air a TV commercial, the first to establish a global advertising presence, the first to rocket a candy bar into space, the first in the industry to hire a female copywriter, the first to create an amphibious prosthetic limb, and the very first to teach a computer to paint like Rembrandt. While we reimagine the future for our clients, we will continue to break new ground and revolutionize the power of our legacy through the campaigns that we create.
In the Middle East and Africa, J. Walter Thompson is one of the leading communication agencies in the region with 27 offices in 24 markets. The MEA region is structured to deliver communication based business solutions across all channels needed to successfully deliver the marketing plan. For more information, please visit us www.jwt.com and follow us @jwtmea
Contact : Philippa Clayre, Head of Corporate Communications, JWT Middle East Africa
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