du: Conquering roaming phobia

Du, one of the two main telecom operators in the United Arab Emirates, increased subscriptions, revenues, and impressions by targeting customers with location-based technology.

Campaign details

Brand: duAgency: Promofix MENARegion: EMEA

Strategy

Objective

This summer, du set on a mission to overcome the roaming phobia amongst its business users in the UAE and increase subscriptions for its corporate roaming packages.

Context: Travel from the UAE was expected to soar in the summer season ~ +156% passengers compared to 2021; with business travel witnessing a similar increase in trend.

The majority of business travellers are predominantly well prepared en route to their destination, except for one thing: a mobile roaming package -or at least, an affordable one. 79% hold back...

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