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...