Etisalat UAE: Forgotten Names

Mostafa Hashish, Yahia Hashem

Telco operator Etisalat created an online film with a powerful message to bring people together and raise brand awareness in the UAE.

Campaign details

Brand: Etisalat UAEBrand owner: Etisalat GroupAgency: Impact BBDOMarket: United Arab EmiratesIndustries: Telephone & internet servicesMedia channels: Online video, Social mediaBudget: Up to 500k

Executive summary

Etisalat UAE – a major telecom operator – was struggling to connect with its audience, who saw it as distant and not caring about its consumers. To counter that perception, Etisalat adopted a 'together matters' positioning. Wishing to own occasions that connected people, and highlight efforts and segments of society rarely highlighted, Father's Day offered a clear opportunity.

Through an...

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