Saudi Arabia has a vibrant internet community.
In 2014 Saudi Telecom Company (STC) had identified the need for a new service that better met the needs of “the Saudi youth”, whose attention and Riyals were increasingly drawn to their competitors.
Working directly with the CEO and the Chief Brand Officer, their ask for Studio D was:
- Help us understand what it means to be a “Saudi Youth”.
- Identify current behaviours, patterns of use, pain points in the current mobile offerings, and opportunities for innovation.
- Challenge existing assumptions around what the new service should offer and why.
- Find the unique voice of Saudi youth culture, and help extrapolate this into what the brand should stand for, and why.
- Build out a community that would become the earliest adopters of the service.
https://studiodradiodurans.com/pages/a-deep-dive-into-saudi-culture