du's Kabayan bundle campaign - 'Tropa for Life' awarded for its strategic approach and 'Post Wisely' campaign

Dubai, UAE - 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.

For more information on du’s Kabayan bundles visit www.du.ae.  

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About du
du is a vibrant and multiple award-winning telecommunications service provider serving 9 million individual customers with its mobile, fixedline, broadband internet, and Home services over its 4G LTE network. du also caters to over 100,000 UAE businesses with its vast range of ICT and managed services. Since its launch in 2007, du has many UAE firsts to its credit, including introduction of Pay by the Second® billing system, IPTV and self-service portal.

du is ideally placed to support the realisation of UAE Vision 2021 and transformation of Dubai into a Smart City. du is also the official strategic partner of the Smart Dubai Office and the platform provider for Smart Dubai. Following the successful testing of the Middle East’s first Internet of Things (IoT) network, du is on course to complete deployment of its IoT network in 2016.

Brand Finance ranked du as the 12th most valuable brand in the Middle East in 2016. du previously won the coveted Brand of the year title by Superbrands Middle East in 2013. The company has been recognised with several other awards such as ISO 27001 certification of Managed Security Services and having the distinction of opening UAE’s first LEED Platinum Certified Green Shop. du also has the unique distinction of the first telecom in the world to release Sustainability Report based  on GRI-G4 guidelines in 2014. du is also credited with du’s world-class teleport is the largest of its kind in the Middle East and ranked among the top teleports in the world by World teleport Association.

du is 39.5 percent owned by Emirates Investment Authority, 19.75 percent by Mubadala Development Company PJSC, 19.5 percent by Emirates Communications and Technology LLC and the remaining by public shareholders. Listed on the Dubai Financial Market (DFM), the company trades under the name ‘du’.

Saugat Chatterjee
PR Lead (B2B) Commercial
du
Mobile: +971 55 936 7045
Email: saugat.chatterjee@du.ae

© Press Release 2017