STC - "Baity Battle"

VML Riyadh (Wunderman Thompson)

VML Riyadh (Wunderman Thompson) Riyadh, Arabia Saudita

Premios

111

Marca: STC
País: Arabia Saudita

Anunciante: STC

Título	Baity Battle
Agencia	VML Riyadh (Wunderman Thompson)
Campaña	Baity Battle
Anunciante	STC
Marca	STC
Fecha de primera difusión/publicación	2023 / 2
Sector Empresarial	Servicios de telecomunicaciones
Sinopsis	stc developed a custom Fortnite island where in-game sun syncs with the real world to help with fasting during Ramadan. The Saudi telecom creates BAITY BATTLE, a Ramadan-inspired map built in Fortnite Creative, where sunrise and sunset times in this custom map sync with the real world to help gamers keep track of time. With shorter working hours and long, active nights, Ramadan sees a significant rise in gaming hours among Muslims. And when players are having fun, they lose track of time. stc, Saudi’s biggest telecom, is proud of its Baity Fiber Play, a plan with an impressive 150 Mbps upload speed, promising the smoothest gaming experience ever. But on Ramadan, that’s an actual problem. People observing fasting need to follow strict times for eating, all based on sunset and sunrise. Missing a meal has real consequences for their days. stc’s speedy connection is so good it becomes a problem. So, we created the solution. The Wunderman Thompson Dubai and Riyadh teams came up with Baity Battle. Baity Battle is a custom Fortnite island, built using Fortnite’s in-game Creative toolset, where time in this island is synced with the real world. That means that when the sun approaches the horizon in real-life, it will do the same in Baity Battle . That way, gamers can tell when the times for Iftar and Suhoor, the two main meals of Ramadan, are approaching while playing Baity Battle. The custom island is based on the map of Saudi Arabia, with mountains, cliffs, deserts, the sea, a modern city, and a traditional village. It also has challenges and side-missions inspired by Saudi hobbies, like camping, falconry, and dune bashing . A smooth, natural in-game solution for a real-world problem, inspired by a strong cultural insight. The custom-built island in Fortnite Creative is being promoted online via Saudi Twitch streamers inviting players to join the map and attest to the synchronism. stc social media pages also published a launch video to create engagement and bring people to the map. Baity Battle was featured on Fortnite’s Discover page for the first days of Ramadan. Baity Battle will receive weekly updates until the end of Ramadan, keeping gamers engaged and returning to play with friends and family.
Medio	Interactivo
Duración	41 seconds
Creative Agency	VML (Wunderman Thompson)
Responsable de la creación	Chafic Haddad
Director ejecutivo de creación	Pablo Dachefsky
Director ejecutivo de creación	Rayyan Aoun
Director creativo	Tiago Bastos
Director creativo adjunto	Marcelo Zylberberg
Director artístico	Tiago Bastos
Responsable de conceptos / redactor	Benjamin Kirby
Responsable de conceptos / redactor	Mohammed Binkhudhair
Business Director	Jad Haddad
Director de cuentas	Joseph ElHage
Responsable de cuentas de agencia	Ahmed Al-Ajami
Director artístico	Yamin Inayah
Responsable de conceptos / redactor	Sara Ibrahim
MOTION DESIGN	Aashim Kadayikkal