du Wins Gold and Silver at the WARC Prize for Mena Strategy
du has been awarded for its strategic thinking at the WARC Prize for MENA Strategy, where the telecom took home a Gold award for its ‘Tropa for Life’ campaign, which promoted its new Kabayan bundle, and a Silver in WARC’s ‘Global Content Strategy’ for du’s ‘Post Wisely’ campaign. The latest du Kabayan campaign created by Leo Burnett was also given a special award for research excellence and du was the only telecom provider to be awarded a gold in the region.
“Being awarded a gold and a silver WARC Prize for MENA Strategy is an extremely honourable win for du, and a proud moment for the organisation. These are great wins considering it is the first year of the WARC Prize for MENA Strategy Awards,” said Abdulwahed Juma, Executive Vice President of Brand and Corporate Communications. “At du, we go above and beyond, and we wanted to provide our Filipino customers with a plan that is catered to their particular needs, so that they can stay in touch with their family and friends. We are pleased that our ‘Tropa for Life’ campaign was a great success amongst the Filipino community and recognised for its strategic thinking. With both our ‘Post Wisely’ campaign and ‘Tropa for Life’ campaign we conducted extensive research to create both campaigns in order for them to be impactful.”
The telecommunications provider successfully tapped into the elusive Filipino segment in the UAE, using a culturally relevant campaign, ‘Tropa for Life’. The campaign was recognised by the new award scheme – WARC Prize for MENA Strategy because it truly focused on strategy.
du’s #PostWisely campaign was created to inspire the online community in the UAE to think before they post. A study conducted by du in light of the campaign found that 75% of respondents have been befriended or followed on social media by people they don’t normally interact with, nearly half (49%) accepted 50% or more of these unfamiliar requests.
Emirates Integrated Telecommunications Company (du)
du, the integrated telecom service provider in the UAE, launched mobile telecommunication services in February 2007 across the UAE, in addition to internet and pay TV services that du provides in some of the free zones of Dubai.
du is 39.5 percent owned by the UAE Federal Government, 19.75 percent by Mubadala Development Company, 19.5 percent by Emirates Communications & Technology Company LLC and the remaining stake by public shareholders.
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