Campaign details
Brand: duBrand owner: Emirates Integrated Telecommunication CompanyLead agency: Starcom DubaiContributing agencies: Leo BurnettCountry: United Arab EmiratesIndustries: Telephone & internet servicesMedia channels: Direct marketing, Online video, Point-of-purchase, in-store, Search marketing, Social media, Sponsorship - sports, Television, Word of mouth, advocacyBudget: Up to 500k
Executive Summary
Filipino expats in the UAE had a low affinity to du, one of the two telecom providers in the country. Filipinos had been dropping out of the du network due to the lack of brand relevance. For this reason, du...