Campaign details
Brand: duBrand owner: du TelecommunicationsAgency: TBWA\RAADMarket: United Arab EmiratesIndustries: Telephone & internet servicesMedia channels: Cinema, Competitions & contests, Integrated, Online display, Online video, Outdoor, out-of-home, Online video, Radio & audio, Social media, Word of mouth, influencersBudget: Up to 500k
Executive summary
Du, the underdog telecommunications provider in the UAE, needed to develop a campaign communicating its home internet and entertainment offering.
Due to a widely diverse audience, a serious competitor and a category that had seen little communication outside of product pushes, the campaign needed...