The brief in a nutshell
With its new Consumer Protection Regulations, TRA is taking active measures to protect the interests of consumers of telecom services by providing them a forum of airing out their grievances for the services provided by mobile service providers. This requires a full fledge campaign to engage with audiences in the UAE.
Unlike other initiatives by TRA that usually comprise of formality, this campaign needed to be caring, friendly, considerate and helpful.
“We’re All Ears” is a common phrase to show compassion and attentiveness, this phrase alone is the main message aimed to be conveyed by TRA. This warmth was portrayed in a graphical element that took a modern symbol of Wifi that represents technology and associated it with a heartfelt message along with some slight alterations.