Saudi Telecom Company/ STC Promo SAWA 10TH YEAR ANNIVERSARY by Bridges Activation

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SAWA 10TH YEAR ANNIVERSARY

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Industry Telecommunications Services
Media Promo & PR
Market Saudi Arabia
Agency Bridges Activation
Released March 2013

Credits & Description

Advertiser: SAUDI TELECOM COMPANY
Agency: Bridges Activation
Category: Viral Film
Marketing Director: Ahmad Al Sahhaf (STC)
Head Of Marketing: Loay Aref (Bridges)
General Manager: Rami Awad (Bridges)
Promoforce Director: Rayan Awad (Bridges)

Outcome
- Sawa recruited 1.23 million new prepaid users in 2012 (5.6% VS 2011)- 6,380+ people won gifts in Scratch My Back Campaign- 4,000+ people did free local & international calls in free phone Booth campaign- 3,000+ people received free recharging codes in Portable TV Screens campaign- 1 phone winner with an annual prepaid plan- 3 people won a trip to Makka in order to preform Umrah- 10 people won a brand new BMW car- 2,000+ gifts were distributed in the event of Guinness World Record - 16,380+ gifts were distributed overall to people

Relevancy
1-Most of the telecom promotions that were given in traffic seasons were not convincing to people, we located several free phone booths for the public use across Kingdom to call beloved ones more frequently.2-People were eager to have something that will make Saudi Arabia proud, thus we created and built the Largest Recharge Card replica of the actual prepaid card with 700 valuable gifts at backside of card, resulting in winning the Guinness World Record Award.3-Regardless of the service provider, as a leader STC handed out thousands of valuable gifts to anyone who encounters one of it's activities

Implementation
We have made the wishes come true through:1- Placing free of charge phone booths for public use across Saudi Arabia2- The face of our campaign was introduced to the public by creating the largest recharge card in the world which resulted in winning a Guinness World Records award.3- All of our activities which were done on the ground made everyone a winner We have reflected our work on ground in Social Media (YouTube & Facebook) in order to insure the credibility of our commitment to the Saudi society.

Client Brief Or Objective
STC, Saudi Telecom Company is celebrating their 10 years anniversary of launching the Sawa recharge cards (Prepaid cards) across the kingdom of Saudi Arabia.We have came up with a campaign (We will make your wish come true) through social media "Facebook".The majority of the wishes were: First, Free of charge phone calls to the publicSecond, Something that make Saudi Arabia proud ofThird, Massive number of valuable gifts