du: #PostWisely

This case study explains how UAE telecoms operator, du, used online ads to change people's behaviour on social media by warning them about oversharing.

Campaign details

Brand: duBrand Owner: Emirates Integrated Telecommunication CompanyLead Agency: StarcomContributing Agencies: Leo Burnett, MSLGroupCountry: United Arab EmiratesIndustries: Telephone & internet servicesMedia Channels: Cinema, Online video, Programmatic display, Search marketing, Social media, TelevisionBudget: 500k - 1 million

Executive summary

Today, people have taken social media usage to a new level, where they tend to overshare their personal information and details of their daily routine – not realising how much information is too much.

Du, a local telecoms brand, wanted to be a responsible part of...

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