When it comes to data, the reality is that both organizations and customers often experience bad latency due to the lack of proximity of its data centers.

To address this, stc wanted to launch its new independent entity that focused on creating a premier digital hub for the region and beyond, for cloud services and interconnections.

We wanted to create awareness amongst both customers and organisations about the new data centre.

We didn’t just want to announce it but showcase the incredible capacity and technological prowess of our new data centre. So, we needed a very powerful communication piece in order to create noise amongst our target audience.

we turned data from being perceived as boring and mundane to something dynamic, exciting and connected to HUMANS. we launched a teaser film that depicted a poetic journey of data flying across the world.

Visualized as real objects like clothes, musical bands, emails, food deliveries and gaming characters, data was shown flying at a rapid speed across cities across the world.

Finally, they were shown flying over Saudi into the new data Center, without showcasing the logo or the Data Center itself, encapsulated by the message: Hello Data, Welcome Home

The idea was to show the homecoming of data itself in order to better its customers and businesses journey.

The idea of the teaser was taken to outdoor and our social and digital channels where cumulatively, they spiked interest amongst people about the homecoming of data. After keeping the audience guessing for a while, we finally dropped the reveal film

On paid media metrics, the campaign received over 75 million impressions, 18 million views and a staggering engagement of 2,44,900.

The teaser video itself achieved a VTR of 29.64% on twitter vis-à-vis industry benchmark of 18% and on linkedin, it achieved 49.5% vs the industry benchmark of 25%

VO: The revealer video itself achieved a VTR of 28.22% on twitter vis-à-vis industry benchmark of 18% and on Linkedin, it achieved 32.65% vs the industry benchmark of 25%

More importantly, through the right targeting we were able to reach not only decision-making personnel in key organisations but also the right industries. Thus, paving the way for us to achieve even more precision for future campaigns.