du: Tropa for Life

Du, a local telecommunications provider operating in the UAE only, increased its market share by targeting the expat Filipino community with an exclusive bundle.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands