Du: Flexi

Ricardo Gasparian, Rafael Lavor, Jennifer Fischer

du, a telecom provider, launched a campaign in the United Arab Emirates to acquire 500,000 new customers, increase purchase intent, increase penetration and drive awareness.

Campaign details

Brand: du (telecommunications company) Brand owner: du (telecommunications company) Entrant company: TBWA\RAAD, Idea creation: TBWA/RAAD Dubai Market: United Arab Emirates Sector: Telephone & internet services Media channels: Online display, Social media, Point-of-purchase, In-store, Sales promotion Budget: 1 - 3 million

Executive summary

du was the second largest telecom provider in the UAE, and was looking to retain long term customers in a highly volatile segment.

Consumers were always switching between different brands and plans with no loyalty at all. du found a...

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