2016 Winners & Shortlists

Brief Explanation

In November 2015, du launched a campaign called Tropa For Life to promote it's Filipino Bundle. It featured a hip hop song that became an online hit. But how can we make it a mainstream hit? By turning to a secret medium.

Creative Execution

All du asks in return is that the recipient plays the Tropa For Life song (found in the DM kit's enclosed USB stick) on his/her outlets sound system. And if the outlet doesn't have a sound system, the recipient can use the kits attached speaker and micro-MP3 player. The DM kit also served as an attractive counter-top display, with foldable flaps that transformed into leaflet holders. In various outlets, the staff happily displayed it on their counter as a decorative piece.

Results

The song is now part of the regular music playlist in most of the UAE's major retail areas. The Filipino Bundles daily target for product acquisition was 1000. During the entire first month of the campaign, daily acquisition was over 2000 (200% the intended target). Moreover, the Tropa For Life song is now one of the most requested songs on Tag 91.1 FM radio (the UAE's leading Filipino radio station).