The ‘Know Me. Know My Number’ campaign from Econet was developed around the creative concept of first impressions. This campaign revolved around consumers’ ability to customise the last digits of their mobile number. Being unique is all about standing apart from the crowd and making yourself heard. The messaging itself needed to make a great first impression, one that was bold, hit hard and inspired deep curiosity. We needed a big statement to make an even bigger first impression: using ‘I AM’ hinted at a confidence, a veritable self-assuredness, that was impossible to ignore. It heightened curiosity and forced the audience to take note, and actively seek their own individuality. The line achieved what we wanted the consumer to believe in: that big statements and first impressions count, and their number could now do that for them.