Few countries are younger than Saudi Arabia. With roughly 65 percent of the population between the ages of 15 and 34, the Kingdom also boasts a passionate mobile audience and the highest rates of Twitter and YouTube penetration in the world. And yet, this mobile-savvy generation has had anything but a satisfying relationship with the legacy telecommunication carriers in the region.
percentage of the Saudi Arabia population between the ages of 15-34
Saudis lead the world in their use of social media, with the highest per capita YouTube use of any country worldwide
percentage of all active Twitter users in the Arab region calling Saudi Arabia home
By all measures, the traditional carriers significantly lagged what mobile consumers wanted. The gulf between customer expectations and the carriers spanned major issues from legacy technology to cultural priorities and generational differences. In short, telecommunication companies failed to grasp how important being connected, through mobile and social media, is in younger Saudi lives.
Enter Saudi Telecommunications Company (STC) and its innovative new business unit, Sapphire. Together, Lippincott and STC set out to transform every dimension of the mobile buying, usage and care experience for this digitally native generation of Saudis — and for the first time in the region, to adopt the transformative power of co-creation.
Transformation through co-creation
The team quickly realized that the challenge transcended solving customers’ telecommunication pain points. The true opportunity was in a radical redefinition of the entire mobile service customer journey — starting with how consumers wish to buy, pay, use and communicate with their mobile provider.
Working with Jan Chipchase and his team at Studio D Radiodurans, the client team launched an exhaustive ethnographic study that uncovered valuable insights into the lives, motivations and frustrations of Saudi youth. The study surfaced key findings of how the digital revolution, powered by social media, is influencing culture within the country. It also identified the key pain points of Saudi youth in terms of their experience, needs and expectations across the telecom customer journey.
Along with the study, Lippincott relied on highly engaged consumer panels to explore key elements of the brand strategy, name, functional design and user experience. We recognized the importance of, and the potential for, a telecommunication brand integral to lives of Saudi’s digital youth.
Redefining the mobile service experience
In collaboration with the client team, we developed an experience-driven brand strategy and positioning to serve as the foundation from which the service could be built. “Shine your way,” speaks to the role the brand plays in helping customers live life on their terms. We also designed experience principles with the customer at their core.
We took an Arabic-first approach to develop a contemporary and relevant brand name for this first-of-its-kind mobile service. After extensive testing, Jawwy emerged as the winner, outscoring the next most favored name 2:1. Jawwy is a contemporary Saudi colloquialism for “my atmosphere,” “my space” or “my vibe” — a fitting name for Saudi Arabia’s new, personalize-able digital mobile service. “From STC” was added to tie it back to the parent company and provide the necessary regulatory transparency.
Designing a digital-first brand
Next was the creation a bold visual identity. Within the wordmark, Arabic letterforms are stacked vertically. The shadda accent is left off to mirror messaging text. Its simple geometric shapes became the foundation of the visual system, allowing flexibility and functionality across print and digital applications.
Our choice of orange as the brand’s principal color resonated with consumers and delivered on the brand strategy and personality: youthful, bright, optimistic, vibrant and warm. The vibrant color palette is a big departure from the predictable feel of the incumbent players.
The brand connects through digital and social — the messaging channels young customers prefer and use. It’s a strategic contrast to telecommunication reliance on the diminishing relevance of broadcast. Also unlike other telecommunication companies, Jawwy from STC’s pricing is transparent and the service completely customizable, enabling users to configure or change their plans and share credits in seconds, all from their devices. Finally, instead of faceless call centers, customers enjoy access to an online community for faster support.
The launch of Jawwy from STC represents a historic regional first: a cocreated brand with the consumer at its core. It transforms how consumers use and experience mobile service. Now, with its game-changing accessibility, customizability and transparency, Jawwy from STC is truly helping every customer live life on their terms.
Our collaboration was honored at the 2016 Transform MENA Awards, winning gold for “Best strategic/creative development of a new brand,” “Best naming strategy” and “Best visual identity.” Jawwy from STC also took home the Grand Prix.
Research and insight, strategic rigor and inspired design are all essential ingredients for brand creation and implementation, and I’m thrilled that the work we’ve done to bring Jawwy from STC to life has been recognized for excellence. A successful brand has a lot of people behind it and my colleagues and the Lippincott team should be very proud.
– Ash Banerjee, Chief Brand Officer, Jawwy from STC