In the movie business you’re as good as dead if you didn’t hunt for that one good script that’ll make you a star. “Maged El Kedwany” our famous Egyptian Comedian didn’t want to kiss stardom goodbye so he decided to get out of skin. In one award show, he was able to get Richard Gere’s number and by using Etisalat’s “pay by the second” tariff he nagged Gere every minute for a part in his new movie, knowing that even though it’s a long distance call, he’ll only pay for the seconds he consumed.

Situation: demonstrate the tariff’s usage & encourage consumers to use it for international calls.

Insight: Consumers consciously make very short calls due to high charges per minute.

Idea: “Pay by the second” where consumers get to pay for only what they consumed in a call. (I.e you don’t have to pay for the whole minute if you talked for 20 seconds)Solution: Use a trust worthy and loved celebrity to demonstrate the tariff in a simple yet funny way.