stc, bagged a pack of awards at the MENA Effie 2021 awards, as the group creatively answered the local audience’s questions on 5G. stc won the Gold award in the “The Best Use of Data” category, stc pay won the Gold award for its redefined App in the “Sustained Success” category and stc Jawwy, won the Bronze award in the “Fair Telco” category.
Creatively, stc responded to audience’s questions on Google about the 5G network. In partnership with Wunderman Thompson, stc realized that there were a lot of common queries on 5G network. Instead of campaigning, stc edutained the local audience by partnering with Google to gather insights and pull-out data about people’s queries. stc analyzed these queries and answered them in the most simplified way through associating with Sohaib, KSA’s funniest comedian. From there on, each person that went on Google and asked a question about 5G was added to a list, and the next time this person logged in to YouTube, he was shown a video made by stc, addressing exactly the query he searched for.
stc succeeded in its engagement with the audience and reacted to their questions, as well as the audience were interested in the simple and straight forward answers that increased their online reactions to stc videos. The group reached 3 million unique users with more than 6 million views across all videos. Views through rate, stood at 22% with view ability of 94% well above benchmark. Successfully, stc scored an increase of 150% in branded stc 5G search queries, that lead the group capture the overall 5G show.