2017 Winners & Shortlists

Brief Explanation

Filipino expats in the UAE weren’t connecting with du, and were dropping out of the network due to lack of brand/product relevance. To rekindle its relationship with this audience, du created the unique Kabayan Daily Bundle. It provided subscribers with free minutes to other bundle subscribers within the UAE, free daily calls to the Philippines and unlimited access to Filipino websites and social apps, which allowed this audience to stay close to their loved ones. du ran an insightful campaign that tapped into this community’s custom of forming and belonging to a “Tropa” – a Tagalog word for a tightly-knit group of friends/family that serve as an emotional support system for any Filipino living outside their home country. The humorous campaign won the hearts of this audience, helping du grow their Filipino base by 10% in 6 months, exceeding the forecasted per day opt-ins by 110% and increased loyalty among the segment.