Redefining mobile for millennials

Few countries have a younger citizenry 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, for members of this mobile-savvy generation, telecommunication companies failed to grasp how important being connected, through mobile and social media, is in their lives.

Enter Saudi Telecom 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. Results from an exhaustive ethnographic study launched by the client team, along with insights from Lippincott-led consumer panels, demonstrated the importance of and the potential for a telecommunication brand integral to lives of Saudi’s digital youth.

So, partnering with the client team, we developed an experience-driven brand strategy and positioning that would demonstrate the role the brand plays in helping customers live life on their terms. We then took an Arabic-first approach to develop a contemporary and relevant brand name for this first-of-its-kind mobile service. Jawwy, which emerged as the winner after extensive testing, is a contemporary Saudi colloquialism for “my atmosphere,” “my space” or “my vibe” — a fitting name for Saudi Arabia’s new, personalized digital mobile service.

Next was the creation of 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 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.

The launch of Jawwy from STC represents a historic regional first: a co-created brand with the consumer at its core.  It transforms how consumers use and experience mobile service. Now, with its game-changing accessibility, customize-ability and transparency, Jawwy from STC is truly helping every customer live life on their terms.