The introduction of mobile number portability (MNP) initiated a new challenge for telcos in the UAE. Before MNP, a user migrating between networks had to leave their number behind. For many, the prospect of having to readjust to a new number then re-introduce it to all one’s contacts was a costly price to bear. This special relationship that people develop with their own mobile numbers was the initial spark for the creative idea behind this campaign. Leo Burnett wanted to have fun with the notion that one’s mobile number is one of the few things people continue to hold on to in life. Hussain Al Jassmi was chosen as the ideal candidate for a local celebrity adored by Emiratis and expat
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