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.
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
Production House: Telfaz 11
Nizar Qandi, Director
Alaa Fadan, Executive Producer
Amr Alammari, DOP
Eisa Hashim, Music