Du launches first brand campaign in the B2B space

UAE telco company du is launching its first ever brand campaign in the B2B space in a bid to raise awareness of its business offering.

Falling under the tagline of ‘Answers for tomorrow’s business’, the integrated campaign includes TV, online, print, outdoor and radio work, with the main TVC launched during the final episode of The Entrepreneur, the reality TV show presented by du and broadcast on Dubai One. Radio work will be launched in January, with outdoor and print executions to be rolled out between now and the beginning of next year.

Designed to promote awareness about, and understanding of, the company’s suite of business-to-business offerings, the campaign is visible evidence of du’s strategic thrust into the B2B space to further broaden its business base. Du already serves more than 50,000 business customers and hopes to deepen relationships with them while adding new companies to its client roster.

“This campaign will help businesspeople appreciate that today we have the telecommunications and ICT solutions they might need tomorrow,” said Subhra Das, EVP marketing and customer experience at du.

The campaign has been created by Leo Burnett Dubai, with German director Anders Hallberg working with prod-uction company Filmmaster MEA on the TVCs. Media buying and planning will be through OMD, with JWT working on digital.

Ashish Banerjee, vice-president of brand development at du, said: “The objective of this campaign is to make the business community in the UAE aware of the full range of what we have for them, how good it is, and what it can do for them. We’d like businesspeople to realise that du isn’t just a mobile company.

“We want to put across that we know where the future of telecoms and ICT is going, and how well-equipped we are to help them capitalise on change. We’re doing this not just through what we’re saying, but also in the way we’ve constructed this entire integrated campaign and put in place the technology, service, consulting and experience aspects to be able to deliver on the promise.”

Du is the trade name of the Emirates Integrated Telecommunications Company. It was launched in 2006.