2014 Winners & Shortlists

The Brief

The Brief: People who enjoy their TV shows, Football matches or movies may sometimes suffer inconveniences or interruptions that would disturb their viewing experience. E-life is Etisalat's cable television service that covers almost half the UAE. E-life TV wanted to promote it's amazing functions such as "pause" live TV for users and subscribers.

Describe how the promotion developed from concept to implementation

The Idea: Using unconventional media such as a Cinema theatre which would be packed with a large number of movie goers. A cinema stunt activation was created where a planted actor would be armed with the E-life remote control and "pause" the screening of the movie right in front of everyone's eyes, demonstrating the cool feature of E-Life "pause" and Play function.

Describe the success of the promotion with both client and consumer including some quantifiable results

Results: The activation was shared and re-shared on social media and Youtube and gained massive reach. It also gained wide press coverage in entertainment magazines and newspapers. The viral video of the activation was shared on multiple blogging sites as well as Facebook and twitter. Views reached approximately half a million within the target audience reach and helped etisalat e-life gain vast shares on it's entertainment sector.

Explain why the method of promotion was most relevant to the product or service

The service offered by e-life was revolutionary in it's way to the region. It made perfect sense to now have control over the viewing experience and demonstrate it through an outlet of entertainment such as a movie theatre. It created a simple, surprising smile on the faces of people who experienced the demonstration and Etisalat e-life subscribers for the new service increased at an effective rate.