du – Open your heart | 2011
As the second telecom network in the UAE, du was facing the challenge to build a network to compete with the incumbent brand. In 2011 du set to become change its perception, and become a loved brand. Our campaign was a call for people to embrace the world with an open heart.
Du was suffering from a negative perception anchored in its early struggles while deploying its network. Customers were still linking du with dropped calls, poor coverage, and a lack in service.
Open Your Heart was a call to celebrate our customers diversity and show them that we support their aspirations. At the same time, it was a reminder to look at the world with an open heart, and reconsider du with fresh eyes, see it as it truly is today, and how old perceptions are a thing of the past.