STC’s customer service department was under pressure to keep up as having 60% of Saudi Arabia’s population registered as users meant endless hours of assistance; whether via calls or at service centers, which resulted in more frustrated subscribers due to long queues and endless waiting time over the phone. STC had already an excellent full-service mobile app – MySTC - that was rarely used by its subscribers. Our brief was to decrease instore footfall by 5% & service centers calls by 10% by pushing more customers to use MySTC app. The objective was to increase customer satisfaction levels by 15% leading to less negative perceptions towards the brand while easing up the pressure on the customer service department. The challenge was a behavioral change whereby customers rely on themselves without the direct involvement of STC’s customer service employees.

We launched our campaign on various channels with contextual messages to fit each channel. For instance on social networks, we used: ‘Late night stalking? We don’t mind you follow us. Your store around the clock’ for Instagram, ‘Friend’s all asleep? We are here for you’ for Facebook, ‘Late night browsing? Check us out. Your store around the clock’ for web browsing. For those enjoying a late night ride, we communicated ‘No one is open at this hour; but we are. Your store around the clock’. The same was used for TV bumpers. In order to maximize the reach, we released our TV bumpers & digital executions on the most watched TV channels & the most popular social networks in Saudi. And to keep our cost low, we only communicated after 11pm when media price was lower than communicating during primetime hours, starting mid-December 2015 till mid-July 2016