Briefly speaking: 050 from Etisalat

When all you have to do is tell people that come December 15th, they'll need to dial (050) before dialling any Etisalat mobile number, what do you tell them? You tell them more.

You use it as an opportunity to build brand values. You use it as an opportunity to differentiate yourself from the competition. You make (050) stand for everything you want to say about Etisalat. Maybe all you've been asked to do is inform people about a directive from the Telecom Regulatory Authority. I say, you do more. When you're spending over a million dollars on a campaign, you better make it work damn hard for you. Is this an example of what the Uberplanner Russell Davies calls overthinking? No, it's just smart thinking. My one line brief for the (050) exercise: (050) doesn't mean (050), it means Etisalat.