This work is highly relevant for the Integrated category as it seamlessly integrates stc's A2G high-speed internet service with a compassionate solution for Aerophobia. It merges technological innovation, customer care, and social responsibility, combining the stc app, airline partnerships, and multi-channel marketing. It also aligns with stc's brand values, positioning the company as a leader in telecom innovation and customer-centricity.

This integrated approach underscores the campaign's effectiveness, making it a strong contender in the Integrated category.

Aerophobia, the fear of flying, is a global issue, yet its impact is particularly significant in Saudi Arabia, where stc is based. In a region where air travel is essential due to vast distances and limited alternatives, overcoming this fear is vital for personal and professional mobility. Additionally, the Middle East has seen a rapid technological transformation, with local consumers highly valuing innovation, especially in telecommunications. stc, as a leading telecom provider, is at the forefront of this change.

Additionally, Saudi Arabia's culture places a strong emphasis on family and community. Travel, both for familial connections and religious pilgrimages like Hajj and Umrah, is deeply ingrained. However, Aerophobia can hinder these important cultural practices. 'In-Flight Therapy' by stc, therefore, addresses a deeply felt need in the community.

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.

Our Primary Target audience was aviation company c-suite, that are looking to improve their inflight customer experience with innovative solutions and services. To them, a reliable in-flight connectivity offering to their travelers would help increase their brand preference.

Our Secondary Target are Saudi travelers, looking for means to elevate their traveling experiences during long flights, amidst an entertainment shortages especially as cinema productions offered during flights are still recovering post COVID, however are still struggling with the high subscription price of inflight wifi especially if the network is unsatisfactory. The chances are they either are suffering from Aerophobia or know someone who is.

Our Approach was to:

First offer relief to Aerophobia patients by connecting them with Psychiatrists through the very first “In-Flight Therapy” demonstrating the reliability of our network to alleviate even the worst of experiences.

Then use that as a proof-of-concept to Aviation Companies and frequent travelers.

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.