The Unexpected Reroute.
stc turned its stores' Google Maps listings into an ad channel. People searching for a branch found a comedian in the listing photos telling them to skip the trip and use the mystc app.
- Brand
- stc
- Market
- Saudi Arabia
- Region
- Saudi Arabia
The challenge
Many Saudi customers still preferred to walk into a branch for services the mystc app already offered. stc wanted to move them to self-service, in line with the country's digitisation push.
The idea
Google Maps doesn't sell ad space, but store listings show user content when someone expands a location. Comedian Ahmad Al Muqrin filmed short pieces inside busy stc stores, and the clips were uploaded to those listings and picked to sit at the top. Anyone looking up a nearby branch got intercepted with a nudge to do it in the app instead.
Results
- App downloads up 8% in one week, according to the Dubai Lynx entry
- Active users (last 30 days) up 17% and in-app activity up 21%, according to the Dubai Lynx entry
- No media spend, according to the Dubai Lynx entry
Case study source: Dubai Lynx Source ↗
Awards
- Clio Awards 2022Clio Awards / Digital/Mobile / Banners & Rich Media AdvertisingBronze
- Dubai Lynx 2022 Bronze (Media: Use of Digital Platforms)
- Caples Awards 2022 Bronze (Radical New Strategy)
Credits
- Creative agency and media placement
- Wunderman Thompson Riyadh
- Production
- Forward Productions
- Additional company
- Chief Creative Officer, Wunderman Thompson Riyadh
- Chafic Haddad
- Executive Creative Director, Wunderman Thompson Riyadh
- Rayyan Aoun
- Creative Director, Wunderman Thompson Riyadh
- Firas Ghannam
- Associate Creative Director, Wunderman Thompson Riyadh
- Ahmad Shanaa
- Senior Copywriter, Wunderman Thompson Riyadh
- Noor Wafa
- Senior Art Director, Wunderman Thompson Riyadh
- Bashar Dababneh
- Art Director, Wunderman Thompson Riyadh
- Rawan Bakri
- Business Director, Wunderman Thompson Riyadh
- Jad Haddad
- Senior Account Manager, Wunderman Thompson Riyadh
- Joseph ElHage
- Head of Strategic Planning, Wunderman Thompson Riyadh
- Dana Alkutoubi
- Senior Account Director, Wunderman Thompson Riyadh
- Seetah Alathel
- Client, stc
- Faisal Othman Alsaad
- Client, stc
- Abdullah Alotaibi
- Client, stc
- Hashem Aldabas
- Client, stc
- Rasha Alduwisi
- Creative Strategist, Google
- Ali Cheikhali
- Creative Lead, Google
- Andreas Mielenhausen
- Creative Lead, Google
- Daniel Andrade
- Senior Account Manager, Google
- Adon Ahwach
- Industry Manager, Google
- Hanna Hajjar
- Executive Producer, Forward Productions
- Marwan Abi Nader
- Line Producer, Forward Productions
- Nouf Mohammed
- Director, Forward Productions
- Jotaro Al-Shanqeeti
- Director of Photography, Forward Productions
- Mohammed Almaree
- Photographer, Forward Productions
- Cedric Ghoussoub
- Photographer 360, Forward Productions
- Suliman Abdullallatif
- Production Manager, Forward Productions
- Chady Abou Rjeily
- Wardrobe Artist, Forward Productions
- Sara Alaqeel
- Production Art Director, Forward Productions
- Soundos Abdel Salam
