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. Dubai has over 50,000 retail outlets. Over 10,000 restaurants. Over 72 shopping malls. Over 2.8 million square meters of retail areas. Who controls their sound system? A predominantly Filipino staff.

Results and Effectiveness

The song is now part of the regular music playlist in most of the UAE's major retail areas. The Filipino Bundle's 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 91.1FM radio (the UAE's leading Filipino radio station).

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.

Insights, Strategy and the Idea

These retail and restaurant staff members are often low to medium income Filipino's who use pre-paid mobile connections. Du targeted this audience with a special Direct Mail kit containing free pre-paid phone credits.