Etisalat creative presentation, stic

Creative Rationale
‘Stay in the conversation’ … is the name of the game, as far as
this route for Etisalat post-paid is concerned. The idea here is to
dramatize what it feels like to be at the wrong end of a diminishing
balance on a prepaid card. And by that we mean being cut off mid-
stream. This, every user will testify, is most annoying. And that is
what we set out to show, and redress, in this route. Have a look at
how it all pans out.

The channels of communication
- Television
- Print
- Ambient media
- Web banners
- Social media

Television
Four engaging, amusing, and surprising 40 second
commercials titled, and shown as follows;
- Fire proof (Arabic/English)
- Office space (Arabic/English)
- Food for thought (Arabic/English)
- Honey, I shrunk out of sight (Arabic/English)

Fire proof
• Film opens on some youngsters around a campfire
• One of the chaps in the gang says “Wish Krishna was here.”
• One of the other chaps says, “Let me call him”
• He calls Krishna
• While he is talking to Krishna, narrating what a good time they are having and how much
they miss him he becomes smaller
• And smaller
• And smaller
• And smaller
• And smaller
• The others around the campfire behave like nothing is amiss
• The friend on the phone then disappears in a puff of smoke
• The friends look at one and other
• One of them says, “Pah, I always the penny-pincher to switch to a post-paid connection.
Never listens.”
• Super and voiceover: Always stay in the conversation. Switch to Etisalat post-paid and win
prizes.
• Cut back to campfire: One of the other guys says, “I’m going to call my girlfriend. Luckily I
have an Etisalat post-paid connection.”
• Dissolve to puff of smoke transforming into an Etisalat logo.

Office space
• Film opens on a business meeting
• One of the chaps in the room decides to make a call
• The other two in the room continue doing their thing
• The caller starts talking
• The caller gets smaller
• And smaller
• And smaller
• And smaller
• The others in the room behave like nothing is amiss
• The caller disappears with a poof
• The other two in the room look at each other in knowing fashion
• Then, they look at the poof of smoke
• One of them says, “Sigh, Ousama should have switched to post-paid.”
prizes.
• Cut back to business room: One of the two remaining guys decides it’s time for him to make
a call. Just as he is about to, his friend Georges chips in: Hey, Alan, I hope at least you are
on an Etisalat post-paid.”

Food for thought
• Film opens on the dining table
• Father, mother, two kids and a cat
• All settling in for a meal
• Father decides this is the time he needs to make an urgent call
• He gets connected and starts talking
• He becomes smaller
• And smaller
• And smaller
• And smaller
• The others on the table behave like nothing is amiss
• The father disappears in a puff of smoke
• The mother and kids look at one and other in knowing fashion
• The cat yawns
• The mum says, “Sigh, I told Daddy to switch to post-paid.”
prizes.
• Cut back to dining table: Mum decides it’s time to make a call. Just as she is about to, the
son chips in: Ma, now I know why Daddy got you an Etisalat post-paid connection.”

Honey, I shrunk out of sight
• Film opens on a girl and a boy in a garden
• The guy says “I want to tell you something.”
• The girl says nothing
• Boy looks deep into the girl’s eyes
• Girl looks back at him
• Boy says, “I’ve been thinking about this for a long time.”
• Girl says nothing.
• Boy says “I don’t know how to say this.”
• Girl says nothing
• Boy says, “I…” and he’s gone in a puff of smoke
• Girl sighs, looks to the camera and says “I don’t know why he can’t switch to post-paid.”
• Super and voiceover: Stay in the conversation. Switch to Etisalat post-paid and win prizes.
• Cut back to boy and girl in a garden: “I want to tell you something.”
• Girl on phone looks to camera and says, “I hope he’s on an Etisalat post-paid.”

Print ads
Subhead:
Switch now and stay in the conversation.

Body copy:
You probably know how annoying it is to be bumped off a
conversation because you’ve run out of credits. Isn’t it time you
experienced the unadulterated pleasures of constantly being there
for your loved ones? If so, you might want to switch to one of our
attractive post-paid plans that ensure you always stay in the
conversation. What’s more, you will be rewarded handsomely for
doing so now. Do check out our current offers
here, www.etisalat.ae. There?

Ambient Media
This is where we will remind our target users why they should
switch to post-paid. Of course, we will do it in a manner that
will stop and wow them. Enjoy.

Taking the conversation online
This is where we will talk to a people in a space that is growing
by leaps and bounds; something you know and are exploiting
well. We can help you do it even better. Shown below, is a
subset of all that can be done in this part of the
communication program. Enter.
- Takeover banners
- Interactive game
- Facebook promo
- Twitter hashtag campaign

Etisalat creative presentation, stic

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