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Following the launch of 3.5G, Oman Mobile introduced mobile TV and requested a print and outdoor campaign to communicate the service as best-positioned to showcase 3.5G technology. The agency suggested a shift in focus to a more immediate user benefit, arguing that with Mobile TV one was a lot less likely to get bored when waiting at the bank, airport or even their own wedding. It was exactly the henna ceremony – a traditional Omani wedding ritual during which (and among other things) the bride sits veiled for hours on end while her ladyfriends dance and make merry – that sold the proposal and became the winning execution.