2017 Winners & Shortlists

The Campaign

We realized that by rolling out the du office device instalment plan with up to 35 devices; communicating the offer to the audience would be quite challenging. So what’s better than creating an experience that they can relate to? So, we wanted to communicate this proposition to our audience by actually letting them engage in a 360° interactive digital workplace where they can familiarize themselves with du’s business devices in multiple workplace environments, be it an office, a workshop or a coffee shop. SMEs usually have to approach retailers for their ICT needs which could be inconvenient considering their busy schedules. They want a trusted partner that they can depend on to provide them with all their necessities. While du positioned itself as that partner, we designed the 360° digital banner as a one-stop shop digital platform where they can browse and purchase the devices they need.

Creative Execution

Emphasis on 3 aspects of the execution: • Showcasing all the du business devices in one digital banner. • Create different workplace environments that the audience can relate to. • Rich media interactive banner. We partnered up with our mobile rich media developers to create an immersive digital experience. We geo-fenced essential SME hubs in Dubai. Targeted users were served one mobile banner with a teaser message. When users click, they enter in a full screen panoramic office environment where all the devices are showcased in a vibrant workplace scene. Hotspot points were integrated into the 360° experience so users could physically move around and click on the devices to get technical specs and prices. If a user’s occupation does not relate to an office, by simply shaking their phone, he moves into a different workplace environment where he is exposed to another range of business devices.

Within 2 weeks of launching the 360° digital banner, 1.2 Million impressions were served, 74 Thousand users engaged with the ad and du’s business devices sales got multiplied by 2.4 in December.

In order to promote du's essential business devices to SMEs in the U.A.E, we created an immersive 360° digital experience to deliver the message using interactive and innovative digital media. The use of digital as the main media for this campaign was key to target the SME hubs in the country using advanced geo-targeting technology. This rich media execution allowed us to unlock the power of digital media and over-achieve on the business targets.

Insights, Strategy and the Idea

The biggest struggle SMEs face is cash flow (Dubai SME Report, 2016), which often adds strain especially when it comes to large Capex spend. So du realized that by rolling out instalment plans for device and office equipment, we could help SMEs spread out the investment and cost over several years. The 360° digital platform we created, assisted in the decision making process when SMEs consider upgrading the tools to boost their businesses. We wanted to give those SMEs a look and feel of the devices, by adapting the execution to the different workplaces i.e. coffee shops, offices and workshop.