In 2009, Chris Rowland, an American citizen, joined Twitter using his nickname ‘Saint Chris’ – or @stc. This led to an amazing case of mistaken identity and having thousands of customers follow him thinking he was the Saudi Telcom Company.
The man who couldn’t handle his handle
A case of mistaken identity became a docutainment hit
Client
- Saudi Telecom Company
Office
- Saudi Arabia
Challenge
Inspiration
Chris held on to his username, with daily mentions from frustrated @stc users. We realized that there was a lot of humorous interaction and engagement on Twitter with Chris over the years – and that we should do something about it.
Idea
Instead of announcing the news with a traditional post, we created a compelling film narrating Chris’s side of the story that took our message viral. The film featured testimonials from the people in his life that also shared his story from the moment it began till the moment he decided to let of the Twitter handle.
Growth
In a few hours, the film was watched by millions of Saudis on Twitter and shared heavily on social media, making it the most successful film STC has ever released. Most importantly, we were able to quickly spread the message that @stc now belongs to the Saudi Telecom Company – increasing our following exponentially.
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Awards
2021 Cannes Lions
Non-Fiction Film: Up to 5 minutes, Entertainment
Silver Lion
2020 Dubai Lynx Awards
Entertainment: Fiction & Non-Fiction Films up to 5 minutes
Grand Prix
2020 Dubai Lynx Awards
Digital : Influencer / Talent
Gold
2020 Dubai Lynx Awards
Entertainment : Talent: Film, Series & Audio
Gold
2020 Dubai Lynx Awards
Film: Corporate Social Responsibility (CSR) / Corporate Image
Gold
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