Epica Awards 2021
industry Specific
Silver
Meet Sarha – The World’s First Content-Creating Camel
Showcasing the power of STC's wireless network
- Office
- Saudi Arabia
- Client
- Saudi Telecom Company
Challenge
Saudi Telecom Company (STC) has the biggest network and the widest coverage across Saudi Arabia, but was increasingly coming under pressure from competition and upstarts in the telecommunications category that were constantly trying outdo each other with claims of the fastest, biggest and best network.
How could Saudi Telecom continue to demonstrate and reinforce its leadership in network strength and coverage and continue to engage audiences to advocate its network supremacy?
Inspiration
Exploring the realities of network coverage, we were reminded how vast, rich in culture and largely undiscovered the Saudi Kingdom is, with much of it unknown even to Saudis. Massive areas of Saudi Arabia are uninhabited, unseen and unreachable – which gave us the perfect opportunity to demonstrate how strong STC's network is even in remote areas. We set out to prove STC’s unrivaled coverage by broadcasting live from the Kingdom’s vast outer reaches to reveal its hidden beauty, enabling Saudis to discover parts of their country even they had never seen before.
Idea
Our Saudi Arabia, US and Costa Rica teams launched a live demonstration of STC's network power, putting the remotest parts of Saudi Arabia on the map using a camel. "Meet Sarha – The World’s First Content-Creating Camel" utilizes this Saudi icon to demonstrate how STC can go where no human has gone before. Sarha roams the vast Saudi desert, putting STC’s network through the ultimate test while also unveiling the unseen wonders of Saudi Arabia.
This combination between a primitive pachyderm and state-of-the-art technology enabled a renowned group of international photographers to connect remotely to a camera rig we installed on Sarha's hump, using STC’s network to feed live data for optimizing their photography, which could then be shared on the campaign website and the data captured shared on Instagram.
Growth
We not only strengthened perception of the power of STC's network, but increased it, which resulted in 400,000 incremental customers.
Network strength is a key driver of brand equity in the category and STC's brand equity index following the campaign increased to 6.6 over competitors, with 4.3 for Mobily and 2.0 for Zain.
Furthermore, our campaign film received almost 4.5 million total views and almost 310 million impressions. Social media conversations about Sarha resulted in over 1,600 posts and more than 1,650 mentions.
All together the campaign achieved over $2 million in PR value.
Awards
2022 Dubai Lynx
PR
Bronze
2022 Dubai Lynx
PR
Silver
2022 Dubai Lynx
Mobile
Mobile Lynx Award
2022 Dubai Lynx
Design
Silver
2022 Dubai Lynx
Creative Strategy
Bronze
2022 Dubai Lynx
Digital
Bronze
2022 Dubai Lynx
Digital
Shortlist
2022 Dubai Lynx
Digital
Shortlist
2022 Dubai Lynx
Mobile
Shortlist
2022 Dubai Lynx
Outdoor
Shortlist
2022 Clio Awards
Digital/Mobile
Silver
2022 One Show
Creative Use of Data
Merit
2022 One Show
Integrated
Shortlist
2022 D&AD
Digital
Shortlist
2022 Caples Awards
Integrated
Gold
2022 Caples Awards
Innovation
Silver
National Addy Awards
Innovative Use of Interactive / Technology
Gold
National Addy Awards
Integrated Advertising Campaign
Gold
National Addy Awards
National Judge's Choice Award
Winner
