Expect the Unexpected

The thought of stc, a brand cherished for decades, offering these non-traditional telco products would certainly surprise many. So, why not harness this element of surprise as our primary communication strategy?

That’s when we launched "Expect the Unexpected!" , a campaign that took everyone by surprise at every touchpoint possible. It began with stc delivering some of these unexpected products to various influencers. Needless to say, it was a move nobody saw that coming. Following that, our online and TV spots highlighted our unexpected smart home products available for order from the stc store. And we didn't stop there. For those who might have missed the buzz on social media, we ensured they got it everywhere else. On the ground, stc also amazed shoppers with some of the most unconventional product displays ever.