Meet Sarha.
stc fitted a camel called Sarha with a connected camera rig and let photographers around the world shoot remote Saudi landscapes through its network, in real time.
- Brand
- stc
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2021
The challenge
stc had the largest network and widest coverage in the Kingdom, but rivals were making louder claims about speed and size. It needed to prove coverage rather than claim it.
The idea
The rig on Sarha's hump carried a laptop, solar panels, a camera controller and a hotspot router. Photographers from Jeddah to New York took control remotely and shot as she roamed places people on foot can't reach, with the images shared on a campaign site, Instagram and Twitter. Wunderman Thompson's Saudi team led the idea, its Seattle office built the camera-control software and its Costa Rica office handled data visualisation.
Results
- VML's case page says the campaign brought 400,000 incremental customers.
- By the agency's figures, the film drew almost 4.5 million views and almost 310 million impressions.
- According to the case study, stc's brand equity index reached 6.6, against 4.3 for Mobily and 2.0 for Zain.
Case study source: Campaign Middle East Source ↗
Awards
- Clio Awards 2022Clio Awards / Digital/Mobile / OtherSilver
- Dubai Lynx 2022 Silver (PR)
- Dubai Lynx 2022 Silver (Design)
- Dubai Lynx 2022 Bronze (PR)
- Dubai Lynx 2022 Bronze (Creative Strategy)
- Dubai Lynx 2022 Bronze (Digital)
- Epica Awards 2021 Silver (Industry Specific)
- Caples Awards 2022 Gold (Integrated)
- Caples Awards 2022 Silver (Innovation)
Credits
- Creative agency
- Wunderman Thompson Saudi Arabia
- Additional company
- Wunderman Thompson Seattle
- Additional company
- Wunderman Thompson Costa Rica
- Production
- Into Reflection
- Chief Creative Officer MENA, Wunderman Thompson
- Chafic Haddad
- Executive Creative Director, Wunderman Thompson
- Rayyan Aoun
- Creative Director, Wunderman Thompson
- Firas Ghannam
- Associate Creative Director, Wunderman Thompson
- Ahmad Shanaa
- Art Director, Wunderman Thompson
- Bashar Dababneh
- Junior Art Director, Wunderman Thompson
- Rawan Bakri
- Copywriter, Wunderman Thompson
- Alanoud Al-Assaf
- Business Director, Wunderman Thompson
- Jad Haddad
- Associate Business Director, Wunderman Thompson
- Rabie Hassoun
- Account Director, Wunderman Thompson
- Yasmin Moufti
- Senior Account Manager, Wunderman Thompson
- Joseph Elhage
- Head of TV Production, Wunderman Thompson
- Joe Abou Daher
- TV Producer, Wunderman Thompson
- Wael Almadani
- Chief Data Officer North America, Wunderman Thompson
- Jason Carmel
- Experience Technology Director, Wunderman Thompson
- Shawn Herron
- Creative Director/Experience Technology Director, Wunderman Thompson
- Matt Gilmore
- Executive Producer
- George Ghaya
- Producer
- Hayfa Khaled
- Director of Photography
- Diego Cabezas
- Director of Photography
- Alaaedine Enzawi
- GM Marcom Consumer, stc
- Faisal Alsaad
- Digital Media Director, stc
- Abdullah Alotaibi
- Digital Content Development Section Manager, stc
- Hashem Aldabas
- Digital Media Specialist, stc
- Anas A. Aldukair
- Digital Media MarTech Consultant, stc
- Hana Ismail
