To keep up with the growing broadband competition, STC wanted to demonstrate its broadband network power in an unconventional way. Building on our existing online content hub La yawagif, which hosted content in the form of webisodes about the strength of our broadband- we wanted to introduce another webisode that would highlight the strength of STC’s coverage.

The film tells the story of Um Ali, a mysterious old lady who walks the streets of Saudi Arabia without ever taking her eyes of her mobile. Soon after she was first seen, people started to pay attention to her – for the Kingdom – very unusual behavior. Just like Um Ali kept on walking, her Followers kept on coming. And so, Um Ali became talk of the town and a sensation. On social media, people were even discussing possible motivations behind her non-stop walk. What’s her story? Why is she doing this? Is it for exercise? Or a movement? Nobody knows

Then, one day, we revealed that the reason behind Um Ali’s behavior is STC’s vast network power. The fact that she continued to have coverage as she was walking distracted her from her whereabouts, causing her to cross city and even country borders without ever looking away from

We launched our film on our la Yawagif platform, or social media assets and YouTube channel.