du telecom goes viral
with free flights
What were the goals?
The telecommunications industry faces tough competition everywhere in the world, the UAE included. Once customers sign up with one provider they are less likely to switch providers. Therefore, for du Telecom new customer sign-ups are the biggest sales and marketing goal.
As the main competitor Etisalat was outspending du in order to keep the majority market share, du Telecom’s goal was to create a campaign that would reach more people without spending more. The goal was to create a campaign that would spread virally, through social media and word-of-mouth.
1. New Sign-Ups
Win new customers that would then be bound to a longer term contract
2. Increase Market Share
As the younger telecommunications brand du wanted to claim more market share from Etisalat
3. Increase Awareness
Increase awareness about du’s products without spending more on media
4. Grow Follower Base
In addition to creating word-of-mouth, du wanted to grow their followers significantly on Facebook
WHAT WAS THE REWARD?
Anyone who signed up to du Telecom’s post paid smartplan in the campaign time frame, received a free flight to one of 23 destinations across Europe and the Middle East.
HOW DID THE CAMPAIGN LOOK?
In addition to advertising the campaign throughout du’s owned channels, the company prepared a big surprise for shoppers at one of the biggest shopping malls in dubai – the Mall of Emirates. 150 dancers appeared out of nowhere and gave the audience a show they wouldn’t forget. The flashmob branded in du colors was created around the theme of flying. This was the perfect way to get the word out about the unique free flight promotion. Not only did the word spread through the audience, but also the video taken of the flashmob helped to create a major buzz around the promotion.
What were the results?
The unique promotion paired with the outstanding use of viral video created results that exceeded all expectations. Not only did the sign-ups double compared to the previous period, but also du’s social media engagement went through the roof.
The video received over 300,000 video views and a viewthrough rate of 12.5% (which is incredible for a 7 minute video). Furthermore, du was able to generate 65,000 likes on Facebook and a ton of new followers.