Briefly speaking: E-list from Etisalat

The challenge is to find something interesting to say about a product everyone offers. If you don't, your creative department will skewer you - they better. A Planner who takes his/her creative people for granted is a lazy Planner. A lazy Planner will not find anything inspiring to say in a brief for a campaign advertising a service from Etisalat that gives you discounted rates on calls and SMS messages to the 3 most frequently used numbers on your list, unless the Planner is creative. My one line brief for the E-list from Etisalat: The cheapest way to show you care. And since people find it easier to remember brands, the name we came up with for the service: E-list.