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.
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.
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.
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.
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.
- 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.
Book a meeting →* #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.