du: Digital Fasting

This case study explains how UAE telecoms operator, du, stood out from the advertising clutter of Ramadan, by urging the audience to fast from technology from dawn to sunset.

Campaign details

Brand: Emirates Integrated Telecommunication CompanyBrand Owner: Emirates Integrated Telecommunication CompanyLead Agency: StarcomContributing Agencies: Leo Burnett, MSLGroupCountry: United Arab EmiratesIndustries: Telephone & internet servicesMedia Channels: Online video, Public relations, Radio, Social media, TelevisionBudget: Up to 500k

Executive summary

Ramadan is the Super Bowl of the ad industry in the Middle East, 30 days in a row. During this month of fasting, consumers are bombarded with offers across online and offline channels, be they for food, telecommunications, or fashion.

At a time where the social...

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