Etisalat Telecommunications company
Etisalat launched a unique new tariff allowing users to pay only for the exact duration they use, even if it’s just a few seconds. The campaign creatively translated this offer into a humorous yet relatable concept featuring beloved Egyptian comedian Maged El Kedwany, resulting in strong consumer resonance and remarkable effectiveness.
Client and Sector
Etisalat is a leading telecommunications company operating in the MENA region. This campaign was developed for the Egyptian market, where consumer price sensitivity and demand for flexible plans drive competitive differentiation.
Challenge
Etisalat needed to introduce a new pricing model that breaks industry norms—“pay only for what you use”—and make it immediately clear, relatable, and appealing to everyday users. The challenge was to stand out in a highly saturated telecom market, while communicating a nuanced offer in a simple, entertaining way.
Approach
The agency built the campaign around the real tension highlighted in the client brief: users paying for more than they actually use. To dramatize the offer, the creative team tapped into local culture, choosing renowned comedian Maged El Kedwany to act as himself, promoting the concept as his new life motto.
The insight? If the deal is that good, why not apply it beyond telecom? Maged, in a faux-celebrity interview, explains how he’s now applying “pay only for what you use” to everything—from buying groceries to dealing with friends. Each anecdote is brought to life through humorous flashbacks, turning the offer into a philosophy.
Execution
Shot in the format of a genuine celebrity interview, the campaign blended real questions with fictionalized, comedic moments. This mockumentary style lent credibility and authenticity, allowing the audience to engage naturally. The tone was light but grounded, with Maged’s charm making the message both sticky and shareable. The core idea was simple, yet the execution elevated it—merging entertainment with clear product messaging.
Results
The campaign’s simplicity and execution style drove exceptional engagement. It resonated with viewers who appreciated both the humor and the practicality of the offer. While specific metrics are not available, the creative concept achieved standout visibility and consumer traction in a competitive market. The use of a trusted public figure in a relatable setting made the abstract idea of per-second billing tangible and memorable.
