Dynamic creative always-on campaign

Etisalat UAE moved its always-on advertising from product-led banners to people-led dynamic creative, building 3,600 ad variants from six base assets in seven days with the platform Ad-lib and Google Signals. Creative swapped itself by audience: eLife shoppers, sports fans ahead of fixtures, live broadband speed comparisons by location, and film lovers.

The brief

UAE consumers already aware of Etisalat's mobile and home offers, whom the brand needed to move from awareness to action.

The idea

With Google and Ad-lib, Etisalat built 3,600 ad variants in seven days that changed by audience, from eLife shoppers to sports fans before fixtures to local broadband speed comparisons.

What to borrow

Matching the ad to what a viewer cares about, using live data, can lift response; Etisalat reported 54% higher click-through in two months.

Brand	e&
Agency	Ad-lib (creative partner)
Talent	Not named
Channels	digital
Source	Communicate Online