STC has always been the leader in fixed internet, however they were facing increasing competition from Mobily and faced several business challenges, as growth started to stagnate.

To offset this, STC decided to revamp the fixed portfolio to drive change in the fixed business at STC and increase the number of subscribers significantly. In doing so, STC wanted to change the value proposition of the fixed product portfolio to use the “Unlimited Internet Usage” brand equity that has been part of the mobile broadband market.

Given the CITC had recently taken a decision to stop, mobile unlimited data, STC wanted to leverage their fixed portfolio to offset the gap, and have more customers switch to fixed at home, and thus increase subscriptions.

We wanted to Increase the number of subscribers on fixed network by 5% & Migrate 50.000 customers from mobile broadband business to fixed network (Source: STC)

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We brought to life and showcased the lives of three different housewives,who all had one goal, to keep their family or their husband at home. The smart housewives were the stars of our tv commercials,where they communicated each Internet service feature: fast, unlimited, and reliable through comedic tv spots and online content across top TV channels and YouTube & STC’s social media platforms.

Our superwomen also shared their ‘family hacks’ on social media – advising how they could keep the family together.

Then, our heroes took their motherly advice to the streets through billboards and even in retail with flyers and leaflets explaining the products.

And even in Ramadan,our housewives they had tips to share about keeping the family home and STC’s reliable internet.

Consumers engaged with our content, creating memes and content of their own, fueling a conversation about great internet at home, and keeping the family together.

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