← Selected work ◈ e& × Emirates Auction — #TAG

Your favourite number,
now a signal.

When etisalat by e& and Emirates Auction put short mobile-number codes — a #TAG — up for the first auction of its kind in the UAE, they needed a launch that made a two-digit number feel like status. We built the campaign: teasers, the product key visual, and a "make your favourite number your #TAG" concept that ran from the football pitch to the racetrack.

#TAGThe product, launched

2Phases — teaser → live

AR·ENBilingual creative

1stUAE auction of a short number*

Client

ScopeCampaign & social creative · teaser → launch system · product key visuals · concept art direction · bilingual (AR/EN)

CategoryTelecom product launch campaign

#TAG product key visual — three phones showing short-code tags on a dialer

أحدث وسيلة إتصال — the product: a short #TAG in place of a full number

01 The idea

A #TAG is a short code linked to your existing postpaid line — so people reach you by dialling a handful of digits instead of ten. The insight wrote itself: a number can be a name. So the campaign's promise became simple and personal — pick the number you love, and make it the way the world calls you.

#10. #55. #1971. Some numbers are worth bidding for.

02 The teasers

Two co-branded teasers opened the story — one English, one Arabic — built on a light studio ground, thin red line-art frames and a single bold red #. Restrained on purpose: the auction is the event, so the teasers only had to make you look up.

#TAG teaser, English — Stay tuned for the special #Tag auction — Teaser — "Stay tuned"

#TAG teaser, Arabic — await the special #Tag numbers auction — Teaser — «ترقبوا»

03 The favourite number

The concept came alive where numbers already mean something — sport. A striker wears #81; a racehorse runs under #85. Same idea, two worlds: the number you'd cheer for is the number you can now own. Delivered as square posts and wide banners for the feed.

Footballer in red jersey number 81 — call me on #81, my #Tag is my favourite player's number — "Call me on #81"

Racehorse and jockey, saddlecloth 85, with a large red #85 — «اجعل رقمك المفضل هو الـ #Tag»

#TAG horse-racing wide banner — Wide banner — the #85 concept

And it didn't stop at the pitch. A graduation year you'll never forget, a lucky 99 — the same promise, made personal, carrying the etisalat by e& product lock-up and the auction dates.

etisalat by e-and hashtag-TAG design — make hashtag 2000, my graduation year, my Tag; auction 6 to 14 June — «كلّمني على #2000» — my graduation year

etisalat by e-and hashtag-TAG design — hashtag 99, an easy and distinctive number — «#Tag سهل ومميّز» — easy & distinctive

04 In motion

Two social films carried the idea into the feed — the dial-pad becomes the hook, then the line lands: the newest way to connect. Cut for story and square, with Arabic voiceover.

#TAG — the story & feed films · Arabic voiceover, tap to play

One system, two logos — e& and Emirates Auction — locked up on every asset, so the offer always read as one.

◇ What this included

01 Teaser → launch campaign system
02 Bilingual (AR/EN) teasers
03 Product key visual (the dial-pad hero)
04 "Favourite number" concept — football & racing
05 Square posts & wide banners
06 e& × Emirates Auction co-branded lockups
07 Launch films — story & square (Arabic VO)

Let's talk it through,
in person.

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* #TAG was reported in June 2022 as the first UAE online auction for a short mobile-phone number (etisalat by e& × Emirates Auction). Public auction bids and prices are the platform's, not campaign results.

Your favourite number,now a signal.

Let's talk it through,in person.

Your favourite number,
now a signal.

Let's talk it through,
in person.