du – Be Heard | 2009
By mid 2009, we all knew about the big corporations problems but no one seemed to care about how it impacted the lives of everyday people. Our client du, the second UAE operator, wanted to change that. We created the Be Heard campaign, asking the public to voice their opinions and share with us their expectations. The campaign started a conversation with the people of the UAE and presented du as a caring brand.
(The campaign was awarded in Dubai Lynx in both integrated and media categories.)
(The campaign was awarded in Dubai Lynx in both integrated and media categories.)
Opportunity
To consolidate du’s position as the brand that offers value during
the global economic crisis, and enhance du’s public perception as
a brand that listens and responds to the people it serves.
the global economic crisis, and enhance du’s public perception as
a brand that listens and responds to the people it serves.
Solution
Be heard – a 360 degree teaser/revealer campaign asking people
to voice their opinions and share their experiences and expectations during the credit crunch at a dedicated website where the public could network, question and answer the challenges of 2009.
Results
23,000 visitors to beheard.ae, with an average time of 4 minutes spent on site, and 700 questions added. Sales increased by 7% and top of mind awareness increased by 12%.
Public perception of du as a ‘cheap’ brand changed: du was now not only a brand that offered choice, flexibility and value. It was the brand that listened.
Public perception of du as a ‘cheap’ brand changed: du was now not only a brand that offered choice, flexibility and value. It was the brand that listened.
