Saudi matriarch lets nothing get in the way of her and the Internet

January 15, 2018 10:17 am


    In 2015, Saudi Arabia’s largest telco, STC, was losing ground to broadband competition due to a disconnect with the youth – the most avid YouTubers in the world. So, STC launched a branded content hub called “LaYawgif”. The name is a message in itself. Meaning “non-stop,” LaYawgif aimed to give young Saudis the freedom to create and watch local content and “not let anything stop them”.

    Since then, STC has used the platform to host various competitions designed to cast more actors and hunt for new directors.

    In under a year, STC became the market leader in broadband with a 22 percent increase in revenue and market share and LaYwagif became the most visited YouTube channel in the Kingdom and the world’s number one telco YouTube channel.

    Continuing its growth in the broadband arena, STC introduced “Um Ali,” a Saudi matriarch who lets nothing come between her and her browsing. Engrossed in her smartphone, she unintentionally walks across Saudi Arabia. The video went viral in just one week, garnering over two million views, several laughs and even a national marathon, the “Race Um Ali”, organized by The Riyadh Women’s Walking Group.

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     Credits:

     Creative agency: J. Walter Thompson Riyadh

    Chafic Haddad, Chief Creative Operations Officer

    Rayyan Aoun, Executive Creative Director

    Amr Wagih, Creative Director

    Elie Choueiry, Associate Creative Director

    Max Dipasupil, Art Director

    Ezzeddine Yassine, Art Director

    Maher Kaidbey, Senior Producer

    Jude Alsaati, Junior Producer

    Yazeed Alharthi, Senior Copywriter

    Abeer Alsalem, Copywriter

    Jad Haddad, Associate Business Director 

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     Production House: Telfaz 11

    Nizar Qandi, Director

    Alaa Fadan, Executive Producer

    Amr Alammari, DOP

    Eisa Hashim, Music

     


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    AMEinfo Staff
    By AMEinfo Staff
    AMEinfo staff members report business news and views from across the Middle East and North Africa region, and analyse global events impacting the region today.