The current advertising campaign by Saudi Telecom Co. (STC) in preparation for adding a new digit — zero — to mobile phone numbers reminds me of the public relations campaign launched by the American government prior to the launch of its Arabic satellite station, Al-Hurra, which targets Arab viewers.
Both STC and the American government were trying to improve their image and win hearts and minds. Both images were associated with arrogance, intransigence and arbitrariness. The policies followed by both are bitterly opposed and yet the cries of opponents have fallen on deaf ears since both have a deep belief that no matter how they act, they are doing the right thing.
The massive STC advertising campaign, including sending short messages and even songs over the radio, and putting large billboards along streets and highways, all welcoming the zero, is an indication that the company is determined to stick to its policy, whether the public — its customers — likes it or not.
I am not aware of the exact cost of the advertising campaign in order to inform us of the new zero. What is sure, however, is that the amounts have been deducted from subscribers’ money, especially those who paid a fortune for certain special numbers.
I doubt if an STC public relations campaign to improve its image has succeeded in its objective. The one good thing the company did in its advertising the zero campaign was to seek prior permission from the singer whose song is being used in the campaign.
