Being behind in market share due to fragmented communication, STC Broadband desperately needed a brand upgrade. As the release says, "The challenge was to anchor an emotional benefit for this platform in order to enhance STC’s image, while tackling the various functional RTBs: Best Coverage, Speed, Quality of Service, Innovation, Competitive Pricing, and Flexibility of Packages and Interfaces."
Well, JWT Beirut did that in a very creative way. They launched an online content hub called LaYwagif, featuring a sitcom with multiple episodes and seasons.
To talk about their roaming service, they created a show called "Rayi7 Rayi7." In it, a poor guy can't travel with his friends to Dubai because his passport has expired. However, that's not going to stop him one bit. His friends create a substitute version of him, a kind of life-sized puppet, with his face on a tablet the entire time. This way he can experience Dubai with is friends even if he isn't there.
The online series has been a success with thirty seven million views across all episodes.
Agency: J. Walter Thompson Riyadh
Client: STC (Saudi Telecom)
Chief Creative Operation Officer: Chafic Haddad
Executive Creative Director: Rayyan Aoun
Associate Creative Director: Rawad Eldahouk
Copywriter: Daniah Al Aoudah
Business Director: Fayez Jabri
Account Director: Jad Haddad
Account Manager: Ahmad Shatila
Planning Director: Charly Wehbe
Production Director: Joe Abou Daher
Production Company: Dreambox
Director: Cherine Khoury