stc tv / Saudi ArabiaDigital & Tech · Promo
Skyrocketing TV Viewership During Ramadan.
After the 2022 rebrand from Jawwy TV, stc tv won back Ramadan viewers with targeted digital ads offering three free months and a chance to win a smart TV.
- Brand
- stc tv
- Agency
- UM MENAT
- Market
- Saudi Arabia
- Region
- Saudi Arabia
The challenge
Jawwy TV became stc tv in 2022 to lean on the stc name and stop a slide in active viewers lost to international streaming services. The switch itself caused a dip in engagement while users adjusted.
The idea
UM MENAT used Kochava data to find people interested in films and series and reached them with targeted digital ads in Ramadan, peak viewing season. The offer was a free three-month subscription plus a draw for a smart TV.
Results
- Active viewership rose 1,312% during Ramadan, according to the WARC case summary
- Unique reach of more than 15.4 million, according to the case summary
Case study source: MMA Smarties (WARC) Source ↗
Awards
- MMA Smarties KSA 2023KSA – Instant Impact / PromotionBronze
Credits
- Media agency
- UM MENAT
- Additional company
- Kochava
- Head of Digital, UM MENAT
- Nadeem Ibrahim
- Assoc Director, UM MENAT
- Sumedh Gaikwad
- Assoc Director, UM MENAT
- Anshul Jaiswal
