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

'Stay at Home' Campaign from stc pay Wins Silver and Three Bronze Awards

Dubai, United Arab Emirates-Monday 12 April 2021 [ AETOS Wire ]

(BUSINESS WIRE)-- 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 and STC Pay Video Case Study.

About stc pay

In harmony with the Kingdom’s Vision 2030 to progress and diversify digital services; stc pay, a subsidiary of stc Group, has been built to become a pioneering service of the futuristic wave that enables new endeavors and unlocks new possibilities.

We share a future vision with customers and businesses to provide new and innovative technologies and digital experiences. Using stc’s powerful network, we are able to better connect merchants with their customers through our secure digital wallet solution, stc pay, to empower both sides to complete their transactions quickly, easily, and securely.

About InMobi

InMobi drives real connections between brands and consumers by leveraging its technology platforms and exclusive access to mobile intelligence. Its Marketing Cloud creates new paths for brands to understand, identify, engage and acquire connected consumers. As a leading technology company, InMobi has been recognized on both the 2018 and 2019 CNBC Disruptor 50 lists and as one of Fast Company’s 2018 World’s Most Innovative Companies. For more information, visit


UM is a global media agency committed to Futureproofing our clients’ businesses for the now and the next. We leverage the transformational power of rich business analytics and real-time intelligence to maximize growth and activate the full consumer journey across content and connections. Our consultative approach and agile model, rooted in diversity, equity and belonging, drive better business outcomes for brands.

As the leading global media network owned by IPG Mediabrands and MCN Holding, ranked #1 media agency group in the MENA and #2 globally by RECMA, UM operates in over 100 countries, with more than 5,000 people. UM MENAT has operations in 12 offices and over 400 creative minds in our headquarters in Dubai, innovating on a roster of global and local clients including Coca-Cola, Emirates, Johnson & Johnson, FAB, L’Oreal, McDonalds, Reckitt, Spotify and stc.


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stc pay
Abdulkarim Giraud

JR Cordray

Amel Rebbouh

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