Etisalat Telecommunications company
project background: Etisalat is launching a new tariff that allows the Etisalat users to pay only for the exact duration they used even if it was mere seconds.
Creative concept is based on the actual RTB of the clients brief, and the concept was reinforced via a good choice of an Egyptian comedian Maged El Kedwany to endorse the idea.
Because of the great new tariff that etisalat introduced to the market, Maged (acting as him self) is applying Etisalat’s new concept “Pay only for what you use” on his daily life and normal needs not just with telecommunications. So having this as his new “Motto” maged is being interviewed as if he is being interviewed as a normal celebrity yet this time the interview is to highlight Maged’s new motto and his new way with dealing with people.
The agency though the best way to highlight this concept and to really bring to life and as close as possible to reality is by having an exact replica of a real celebrity interview and showing all the incidents that Maged had encountered while dealing with people due to his new “Motto/Belief” as flash backs.
The interview was directed as exactly a real interview for a movie star would be, real questions and heart to heart talk, which added a lot to the credibility of the message.
This is a simple execution copy yet a huge effectiveness and success results was delivered due to the simplicity of the idea and the actual direction of the copy’s theme and style.
Showing that Maged as a well known comedian is totally supporting the core idea “Pay for what you use only” in a celebrity interview style created a huge impact as the consumers saw the celebrity they love as if in an actual interview yet the twist comes in when he starts talking about an impossible deal that can only be offered by Etisalat.
