stc pay with UM MENA and InMobi Wins Four Awards at MMA SMARTIES MENA 2020

stc pay, the leading digital wallet service in Saudi Arabia, won four awards at the MMA SMARTIES MENA 2020, taking home a silver for COVID-19 Campaign of the Year and a total of three bronze awards in the Mobile App, Lead Generation / Direct Response / Conversions and mCommerce categories. The stc pay 'Stay at Home' campaign was the only campaign the MMA SMARTIES MENA recognized in the mCommerce and COVID-19 App categories in 2020. stc pay was awarded in numerous categories for its ‘Stay at Home’ campaign, which was co-facilitated by UM MENA and InMobi, the world’s leading independent marketing cloud.

To drive adoption of stc pay’s mobile app beginning in March 2020, especially during Eid and Ramadan, stc pay and UM utilized a three-phased approach with InMobi optimizing for specific in-app events during each phase in addition to the overarching objective of growing stc pay’s user base. Phase one of the campaign ran for most of April and highlighted how stc pay helps app users make transfers internationally while at home. Phase two of the campaign ran for the majority of May and used different creatives to highlight the ease of using stc pay from the safety of your home. Phase three was optimized towards gift box transactions, allowing users across Saudi Arabia to send Eidyah to friends and family.

The campaign exceeded the expectations of both stc pay and UM in terms of results, delivering more than 75,000 installs in a span of two months while retaining the overall Cost Per Install (CPI) figures that were well within their benchmarks. InMobi also drove over 103,000 in-app remittances for stc pay across the duration of the campaign and achieved 1.2x more gift box transfers than all other paid channels combined.

“We adapted our brand’s narrative and communication to better suit the pandemic situation during the month of Ramadan. The beauty of digital allows stc pay to act in this agile manner and give consumers what they want and need. Through our partnership with UM and InMobi we were able to effectively deliver this message to consumers and we are thrilled to have the efforts of our campaign recognized by the MMA SMARTIES,” said Abdulkarim Giraud, Digital Marketing Manager at stc pay, KSA.

“Last year was a very atypical year for all of us, requiring even more data driven planning and innovation for new solutions that would cater for rapidly changing consumer behaviors. We thank the MMA and the panel in acknowledging our collective team effort across the four categories,” said Nadeem Ibrahim, Digital Director, KSA at UM.

“2020 was a year unlike anything any of us have ever experienced before, featuring unique challenges that drove us to innovate on new solutions, dig deep into our creative reserves and forge still tighter bonds with our clients. It's quite rewarding to see our close collaboration with agency partners, innovative spirit and creativity be acknowledged by the MMA. We thank the judges and salute the inspiring competition from other brands, agencies and technology providers across the region,” said Andy Powell, VP and Managing Director, EMEA at InMobi.

For more information about the award-winning campaign, go to https://go.inmobi.net/hubfs/InMobi-stc-pay-case-study.pdf and STC Pay Video Case Study.