STC - "Baity Battle"

VML Riyadh (Wunderman Thompson)

VML Riyadh (Wunderman Thompson) Riyadh, Arábia Saudita

Prêmios

108

Marca: STC
País: Arábia Saudita

Anunciante: STC

Titulo	Baity Battle
Agência	VML Riyadh (Wunderman Thompson)
Campanha	Baity Battle
Anunciante	STC
Marca	STC
Data da primeira Transmissão/Publicação	2023 / 2
Sector Empresarial	Serviços de telecomunicações
História	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.
Tipo de Mídia	Interatividade
Comprimento	41 seconds
Creative Agency	VML (Wunderman Thompson)
Chief Creative Officer	Chafic Haddad
Director executivo criativo	Pablo Dachefsky
Director executivo criativo	Rayyan Aoun
Director criativo	Tiago Bastos
Director assistente criativo	Marcelo Zylberberg
Director de arte	Tiago Bastos
Redator	Benjamin Kirby
Redator	Mohammed Binkhudhair
Diretor dos Negócios	Jad Haddad
Director de contas	Joseph ElHage
Account Manager	Ahmed Al-Ajami
Director de arte	Yamin Inayah
Redator	Sara Ibrahim
Motion Design	Aashim Kadayikkal