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Emirates Telecommunications Corporation (Etisalat) dominates the telecommunications marketplace in the UAE region, with more than 90% market penetration region wide. It's no surprise that the company faces complex brand and marketing challenges for their wide-ranging telecommunication services—fixed lines, mobiles, TV, cable, and broadband—offered to a diverse audience mix including local and foreign national residents, small and medium businesses, and global enterprises.

Etisalat engaged Interakt as its digital communications partner to achieve a consistent online brand image and consolidate its market positioning. To meet such complex brand and business objectives, Interakt leveraged the results of user surveys, internal business user interviews, and competitive analyses of other global telecom players to clearly articulate Etisalat's brand promise, image, and products and services messaging for all audience segments and to deliver it consistently across digital channels.