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The Drum

Jawwy appoints London Advertising to integrated launch campaign

London Advertising has been appointed to launch Jawwy, a digital mobile experience from Saudi Telecom Company (STC), as part of a new strategy to target 'digital natives' and disrupt the Saudi Arabian mobile market.

Michael Moszynski is CEO and partner at London Advertising.

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 Saudi Arabia.

Following a three-way pitch against BBH and M&C Saatchi, London Advertising bagged the integrated launch campaign, which breaks today across broadcast TV, online and social media channels across the Kingdom.

The launch ad features a dramatic film of a motorbike riding into the sea to then surf a wave, bringing to life Jawwy's theme of making the “impossible possible”.

Subhra Das, chief executive officer of Jawwy from STC, 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.”

Michael Moszynski, chief executive officer and partner at London Advertising said: “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. We look forward to building an integrated platform that taps into the millennial and resonates with them.”

London Advertising works with clients such as Mandarin Oriental Hotels, Fox, and W&O Travel. It has recently opened a Middle Eastern embassy to focus on delivering campaigns across the Middle East.