: : : Etisalat Millionaires Campaign /// 2014 : : :
A new day..a new idea
The briefing
Etisalat was planning a major nationwide promotion:
"Sign up - and win millions of minutes!"
The goal: a broadly effective 360° campaign that not only explains the competition, but also charges it emotionally, goes viral and sticks.
Our task was to build a creative world out of it - with humor, attitude and a strong, local tone.
The idea
Our guiding principle:
"Etisalat Millionaire" - millions of minutes. For millions of possibilities.
What if you suddenly had so many minutes to talk that you didn't even have to hang up?
This exaggeration became the playful basis for storytelling, film and visuals.
With humor, speed and everyday relevance, we turned minutes into an emotional gain.
I developed the central idea, the story universe and wrote the script for the TV spot - with the aim of creating a moment that stays in your head (and on the street).
The implementation
The campaign was implemented as a full-funnel 360° concept - with me as Associate Creative Director, together with a strong team:
- TV Spot:
I developed the storyboard, supervised the production planning (PPM), selected the locations together with the director and cast the main actress - a well-known actress in Egypt.
The shoot got the punchlines, timing and staging right - with local humor and recognition value.
- Photo shoot:
Parallel to the TV spot, we shot a complete key visual series for out-of-home and social media - with the same storyline and visual language.
- Social media & digital:
Funny snippets from the film, memes, mini-clips - the campaign was extended online, made shareable and designed to be activating.
- POS & retail:
Posters, screens, onboarding mechanisms and activation tools for stores and sales areas rounded off the campaign.
The tonality: relaxed, loud, local. The visual language: green, bold, attention-grabbing.
The attitude: We don't just give you minutes - we give you conversation, connection, life.
The result
The campaign hit like a cell phone call at prime time:
High awareness, strong brand loyalty, measurable activation.
The TV commercial was recognized nationwide - many were able to quote lines of text, especially due to the humour and the exaggerated scenes that stuck in people's minds.
The customer was enthusiastic - about the idea, implementation and impact.
Etisalat Millionaire became an iconic action in the annual campaign - with a lasting effect for the brand and the market.
