Saudi Telecom (STC)
Where brand, growth and revenue meet.
Contact Info
Where brand, growth and revenue meet.
Saudi Telecom (STC)
Campaign Strategy Creative Development OOH Advertising Social Media
Cyber security is often perceived as a technical issue rather than a business or human one. The challenge was to create a campaign that would cut through the noise, capture attention and make audiences recognise the risks that exist behind everyday digital interactions.
This wasn't just an OOH campaign. It needed brand messaging and cross-channel execution that turned an abstract topic into a relevant, engaging conversation.
Rather than focusing on products or technical features, the campaign focused on the consequences of cyber threats and the importance of staying protected. The campaign included:
A dedicated strategy and creative direction reframed cyber security around real, everyday consequences rather than technical features.
High-visibility OOH placements put the campaign in front of audiences at scale, cutting through the noise of everyday digital life.
Consistent brand messaging carried across social content kept the conversation going beyond the billboard.
Awareness planning and supporting brochures gave audiences a deeper way to engage with STC's cyber security standards.
This shift helped turn an abstract topic into a relevant and engaging conversation, allowing STC to communicate a serious message through impactful storytelling and high-visibility placements.
By shifting the focus from products and technical features to the real consequences of cyber threats, the campaign turned an abstract topic into a relevant, engaging conversation.
High-visibility OOH placements communicated the scale of the protection STC provides, responding to 231 cyber attacks every second and blocking more than 13.5 million suspicious websites daily.
