2017 Winners & Shortlists

BRING YOUR OFFICE TO LIFE

BrandEMIRATES INTEGRATED TELECOMMUNICATIONS COMPANY - DU
Product/ServiceBUSINESS DEVICES
EntrantSTARCOM Dubai, UNITED ARAB EMIRATES
CategoryUse of Technology
Idea Creation STARCOM Dubai, UNITED ARAB EMIRATES
Media Placement STARCOM Dubai, UNITED ARAB EMIRATES
Production LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Additional Company MADDICT Dubai, UNITED ARAB EMIRATES

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. The digital technology provided today supported us in communicating the offer to SMEs in an advanced approach that follows the way we want SMEs to think. We unlocked the potential of 3 technologies embedded in smartphones for our interactive communication: • Accelerometer: Shaking smartphone to switch workplace environment. • Gyroscope: 360° rotation • GPS: advanced geo-fencing The use of technology allowed us to overcome another challenge: creating a one-stop shop for SMEs to

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 target audience can relate to. • Rich media interactive banner. We partnered up with our mobile rich media developers Maddict and created an immersive digital experience. We geo-fenced areas in Dubai with the highest concentration of SMEs. 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. Technology whether it is basic or advanced is crucial for SMEs to facilitate their day-to-day work struggles. So du realized that by rolling out instalment plans for device and office equipment, they could help SMEs spread the investment and cost out over several years. The 360° experience 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. The use of technology allowed us to overcome another challenge: creating a one-stop shop for SMEs to see and purchase multiple devices, considering their busy schedules blocking them from visiting retailers.

Credits

Name Company Role
Christopher Sparks Starcom Client Managing Director
Samer Majzoub Starcom Media Director
Layal Hassi Starcom Media Manager
Jad Naja Starcom Media Executive
Hisham El Saadawy Leo Burnett Communication Director
Akshay Verman Leo Burnett Communication Executive
Karim Mroueh Leo Burnett Digital Delivery Executive
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