2016 Winners & Shortlists

The Campaign

Law Passed: The Telecom Regulatory Authority and National Security Authority mandate every resident to submit their updated ID card every year to renew mobile lines or else they will be suspended. Problem: Awareness of this law is very low amongst sub-continent Asian expats who contribute to 70% of the total population. The disconnection of this audience poses a huge revenue loss to du. Challenge: how do we communicate to 70% of the population with limited funds and in an unconventional manner? Solution: We speak to them at a moment when they all come together – in one place, at one time; hence du spoke to them via ‘Master’s Champions Cricket League’ which brought all the Asians together to get the chance to see retired legends playing. During a match, cricket fans love seeing the stats of these legends on the digital screen especially when they enter the field. The screens also show a lot of conventional live shots during a match. We took the help of two huge cricket legends – Brian Lara and Sehwag who are well known for their stats and achievements So, we took up spots on the digital billboard and surprised the spectators in an unconventional manner. When the legends entered the field to bat/bowl, du flashed their right stats along with their outdated pictures, making it look like a mistake and then quickly updated the legend’s current ID, relevantly asking people to update their ID’s.

o 50% increase in unique page views during the tournament o Emirates ID updates increased by 2% during the tournament with just flashing the animation 20 times over 10 days. o Activation captured on television and we received 3 million media impressions at 0 cost. o Reached 300,000 spectators over 10 days.