elife TV: Two Arabs fighting
Bijal Pathak
Campaign details
Brand owner: EtisalatLead agency: Initiative Media Middle EastBrand: elife TVCountry: United Arab EmiratesIndustry Fixed line providers,General service providers,Internet service providers,Mobile and cell handsets,Mobile providersChannels used: Cinema, Content marketing, Earned media, buzz, Online video, Social media, Word of mouth, advocacy Media budget: Up to $500k
Executive summary
This case study describes how leading Middle Eastern telecommunications provider Etisalat created a campaign to drive subscriptions to its premium TV service, eLife TV. Although eLife TV had been in the marketplace...