Campaign details

Brand: du
Brand owner: Emirates Integrated Telecommunication Company
Lead agency: Starcom Dubai
Contributing agencies: Leo Burnett
Country: United Arab Emirates
Industries: Telephone & internet services
Media channels: Direct marketing, Online video, Point-of-purchase, in-store, Search marketing, Social media, Sponsorship - sports, Television, Word of mouth, advocacy
Budget: 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 created a daily, prepaid bundle tailored to the Filipino consumers' lifestyle, called the Kabayan bundle, which is a colloquial reference to Filipino fellowmen. Subscribers benefit from free local calls and SMS within the Kabayan user base, free daily calls to the Philippines and unlimited access to Filipino social apps and websites.