du: Tropa for Life

This case study shows how du, a telecommunications provider, successfully tapped into the elusive Filipino segment in the UAE using a culturally relevant campaign that increased sales and brand equity.

Campaign details

Brand: duBrand owner: Emirates Integrated Telecommunications Company (EITC)Lead agencies: Leo Burnett Dubai, Starcom DubaiCountry: United Arab EmiratesIndustries: Telephone & internet servicesMedia channels: Events & experiential, Online display, Online video, Point-of-purchase, in-store, Programmatic display, Public relations, Search marketing, Social media, Sponsorship - sports, TelevisionBudget: Up to 500k

Executive Summary

Filipino expats in the UAE had a low affinity to du, one of only two telecom providers in the country, due to a lack of brand relevance. For this reason, du created a daily prepaid bundle tailored to the...

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