Du: The Immigration Store

Ricardo Gasparian, Rafael Lavor, Jennifer Fischer

du, a telecom provider, launched a campaign in the United Arab Emirates to reach a conversion rate of 50%, achieve 5m reach and exposure, increase revenue by 250% and increase word-of-mouth by five points.

Campaign details

Brand: du (telecommunications company) Brand owner: du (telecommunications company) Entrant company: TBWA\RAADIdea creation: TBWA/RAAD Dubai Market: United Arab Emirates Sector: Telephone & internet services Media channels: Events & experiential, Online display, Outdoor, Out-of-home, Point-of-purchase, In-store, Merchandise & free gifts Budget: 3 - 5 million

Executive summary

Telecom brands usually target long-run customers, and du wanted to use this seasonal opportunity to welcome visitors and tourists for the occasion of Expo 2020.

How could du hijack the world’s biggest event Expo 2020...

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