Situation:

stc, Saudi Arabia's telecom giant, faced the challenge of demonstrating the power and reliability of their newly launched A2G high-speed internet service onboard commercial airlines, a market where consumers had long endured slow and unreliable WiFi.

Brief:

Create an impactful campaign to showcase the exceptional capabilities of stc's A2G service, transforming the perception of onboard WiFi from a source of frustration to an avenue of unparalleled connectivity and modern convenience.

Objectives:

Highlight the superior speed and reliability of stc's A2G internet service in a compelling and practical manner. Additionally, reinforce stc’s position as an innovator in telecommunications, emphasizing their commitment to enhancing customer experiences, while generating positive brand association.

Introducing 'In-Flight Therapy,' the world's first onboard remote therapy session for passengers with Aerophobia. This groundbreaking service leveraged the power of stc's robust A2G connectivity to connect anxious flyers with specialized therapists in real time, during the flight.

The concept revolved around the insight that while flying is a routine activity for many, it remains a daunting challenge for others due to Aerophobia. By offering live, uninterrupted access to professional therapy, we not only showcased the reliability and speed of A2G internet but also positioned stc as a brand that genuinely cares for its customers' wellbeing.

The initiative redefines the role of a telecom provider in enhancing customer experiences and addressing a significant, yet often ignored, aspect of air travel.

PR Strategy:

Insight: The PR strategy was rooted in the insight that addressing a common yet often overlooked issue, Aerophobia, could generate significant media and public interest. This insight highlighted the opportunity to position stc as a socially responsible brand while showcasing the power of their A2G service.

Key Message: The key message revolved around stc's commitment to enhancing customer experiences and fostering a sense of care and innovation. It emphasized that stc was not just a telecom provider but a brand that understood and addressed real customer needs.

Target Audience: The target audience included airlines, passengers with Aerophobia, frequent flyers, and the general public. It aimed to create awareness and positive brand association among these groups.

Creation and Distribution of Assets: PR assets included press releases, interviews with therapists, and passenger testimonials.

Implementation:

The 'In-Flight Therapy' initiative was rolled out as a key feature of stc's A2G high-speed internet service on commercial airlines. The service enabled real-time connection between passengers with Aerophobia and therapists certified by the Ministry of Health. Passengers could easily book sessions through the stc app, ensuring accessibility and ease of use.

Timeline:

The campaign was launched strategically to coincide with the introduction of stc's A2G service, ensuring maximum impact and relevance. The exact dates of the rollout were aligned with peak travel periods to maximize exposure and utility.

Placement:

The service was integrated into all flights equipped with stc's A2G internet, ensuring widespread availability. Additionally, the campaign was supported by a mix of digital and traditional media, targeting airports, online platforms, and social media to maximize reach.

Scale:

This was a nationwide initiative across Saudi Arabia, impacting a significant number of flights and passengers.

The campaign had a significant business impact, contributing to increased sales, heightened site traffic, and a notable uptick in brand TOM (Top of Mind) by 2%. It also positively influenced the perception of stc as a Digital Enabler, resulting in a 2% increase in this brand attribute.

The response rate to the campaign was impressive, with a substantial number of business leads generated – over 10, indicating the campaign's effectiveness in driving potential business opportunities.

In terms of reach, the campaign garnered an impressive 7.4 million impressions, showcasing its extensive outreach and visibility.

Furthermore, the campaign succeeded in changing consumer behavior, as passengers with Aerophobia were more willing to engage with stc's A2G internet service, leading to increased site traffic and a favorable shift in consumer awareness.

Lastly, the Total PR Value was $1M.