01/ Background
As the economy grows in Saudi Arabia, new and young entrepreneurs are building businesses seeking to achieve their sky-high aspirations. But a vast majority of Saudi business owners started their business to feed their souls beyond making ends meet and are present in their shops. These owners are fueled by their own business as much as they're fueling the business.
02/ SoHo Segment
As stc recognizes their potential, they created a segment suited for their needs at lower prices.
Through a campaign, stc wanted to raise awareness about their new services and packages specifically tailored for the small office home office (SoHo) segment, targeting businesses like grocery stores, barber shops, and laundry services.
Due to time constraints, the campaign was set to launch in 2 phases.
03.01/ Phase 1: Tactical and Hardsell approach
In the first phase, we focused on a tactical and hard sell approach, creating key visuals blending typography and illustrations for each sector, along with a compelling call-to-action message: "Tailored for you."
Carousel 1
Carousel 2
An envelope that includes a welcome card was sent as a cost-effective "sales kit" to shop owners to invite them to join the SoHo community.
Envelope
Welcome Card
02.02/ Phase 2:
For the second phase, we adopted a photojournalism style approach, placing Saudi shop owners at the forefront of the campaign as heroes. We captured their stories and experiences through authentic testimonials and documentary-style videos. This approach not only added a human touch to the campaign but also resonated deeply with the target audience, strengthening brand credibility and engagement.
We started by creating visuals that capture the look and feel sought.
(The shoot is taking place in February 2024)
