UK-based LONDON Advertising has been appointed to launch Jawwy from STC, a digital mobile experience from Saudi Telecom Company (STC), launched as part of a new strategy to target "digital natives" and disrupt the KSA mobile market.

LONDON Advertising bagged the integrated launch campaign, which breaks today across broadcast TV, online and social media channels across the Kingdom.

Subhra Das, CEO of Jawwy from STC, commenting on the appointment said, “Jawwy from STC is the first truly digital mobile experience in an app. We searched internationally to find an agency that could communicate this revolutionary concept. LONDON Advertising nailed Jawwy’s offering in two words with the tag line making the “impossible possible””

The launch ad which features a dramatic film of a motorbike riding into the sea to then surf a wave establishes the brand theme that brings to life how Jawwy from STC, as the world’s first mobile experience in an app, makes the “Impossible possible”. For example it is now possible to upgrade and downgrade you plan, all from an app, and instantly get back the credit you don’t use.

“We are thrilled to partner with Jawwy from STC, a new brand whose influence and pioneering technology will push the boundaries of what’s possible,” said Michael Moszynski, Partner & CEO of LONDON Advertising. “We look forward to building an integrated platform that taps into the millennial and resonates with them.”

Commenting on the Jawwy from STC launch, Paul Ross, who will be heading up the account, noted, "My passion is building brands that become part of the cultural conversation and deliver sustainable growth, so I’m particularly excited to work with Jawwy from STC, a breakout brand giving new ways for us to communicate, interact, and experience the world. It is a privilege to be joining the agency that birthed the One Brilliant Idea philosophy, and be part of the team who are applying it in a distinctly 21st century way.”

STC was established in 1998 and currently has about 100,000,000 customers worldwide and serves customers through a fiber-optic network that spans 137,000 kilometers across Asia, the Middle East and Europe. In Saudi Arabia (the group’s major market) STC operates the largest modern mobile network in the Middle East covering over 99% of the country’s populated areas in addition to providing 4G mobile broadband service to over 85% of the population of The Kingdom of Saudi Arabia.

Published on: 3:31PM on 28th October 2016