stc play / Saudi Arabia / 2022Social · Digital & Tech
Taking the Gaming World by Storm.
stc went after gamers for its stc play platform on Twitch and Facebook, with influencers, sponsored esports tournaments and in-game ads, and passed its sign-up target.
- Brand
- stc play
- Agency
- UM MENAT
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2022
The challenge
stc play launched in 2021, but registrations came slowly: established gaming brands held the audience and gamers were wary of new platforms. The goal was one million registrations by the end of 2022.
The idea
UM MENAT built a gamer-first media mix: content on Twitch and Facebook, influencer partnerships, stc-sponsored esports tournaments and in-game advertising, all showing off what the platform offered.
Results
- 1.6 million sign-ups, 60% over the one million target, according to the WARC case summary
- Cost per acquisition fell 70%, according to the case summary
Case study source: MMA Smarties (WARC) Source ↗
Awards
- MMA Smarties KSA 2023KSA – Product and / or Service LaunchBronze
- MMA Smarties KSA 2023KSA – Cross Digital Media MarketingBronze
- MMA Smarties KSA 2023KSA – Gaming, Gamification & E-SportsBronze
Credits
- Media agency
- UM MENAT
- Head of Digital, UM MENAT
- Nadeem Ibrahim
- MD, KSA, UM MENAT
- Mohammad Mannaa
- Assoc Director, Programmatic, UM MENAT
- Anshul Jaiswal
- Planning Director, UM MENAT
- Hatem Fakih
- Planning Manager, UM MENAT
- Bassam Semman
- Assoc Social Director, UM MENAT
- Sumdh Gaikwad
