2019 Winners & Shortlists

Write a short summary of what happens in the film.

To launch our new Roaming packs, we used the consumer’s insight on fear of roaming, and created the “Roamaphobia” condition, positioning it as a thing of the past. Accordingly, the film, looking like a scientific documentary about the fear of roaming, was filmed as if in the 1940s, showing how Etisalat’s new packs is changing the whole roaming experience and perception altogether.

Cultural/Context information for the jury

Consumers in the roaming category have gotten so used to avoiding roaming packs or even seeing offers, going automatically for tourist lines or using Wi-Fi when abroad. Accordingly, we needed a disruptive idea that would get their attention, and be able to start a discussion through a new platform. The film was accompanied with a number of social films, posts, digital banners, digital OOH, outdoor & inflight materials that worked all seamlessly together to deliver an integrated campaign across the UAE traveller’s consumer journey, from searching for a flight to the visa center all the way to flight itself.

Provide the full film script in English.

There are several phobias in the world. Ornithophobia, Fear of birds. Enochlophobia, Fear of Crowds. But a new phobia has emerged. Roamophobia - The fear of roaming. It starts as soon as the plane lands. But Etisalat has a cure! No more juggling between SIMs. Roaming is already on Since you know exactly what you’ll be paying Total relaxation. Share photos from your seat. Call friends around the world, Tell them about the smooooth landing. You won’t be searching for Wi-Fi. All you’ll be looking for is your suitcase. Order a taxi and enjoy your trip. Thanks to the new Daily, Weekly and Monthly roaming packages from Etisalat. With Voice and Data combined. Roam the world worry-free!