Case Study

Fly away with DU Telecom

Share on FacebookShare on Google+Tweet about this on TwitterShare on LinkedIn

Fly away with Du Telecom

How Emirates Integrated Telecommunications Company (EITC), commercially branded as du Telecom, sucessfully grew their customer base by incentivising the take up of post-paid mobile phone plans with free flights. A case study  by sales promotion specialists Inspire.

 

Client Profile
  • Du Telecom is one of the two telecom operators in the United Arab Emirates (the other one being Etisalat) and offers  fixed line, mobile telephony, internet and digital television services.
  • Du’s official name is Emirates Integrated Telecommunications Company (EITC). It was commercially branded as du in February 2007.
  • The company launched mobile telecommunication services in February 2007 across the UAE and it reported its 2008 full year results in February, revealing it had added 1.88 million mobile customers over the 12 months. Revenue of $1.08bn was 157% up on the previous year.

 

Objective

Increasing the take-up rate of du’s post-paid  smart plans.

 

Strategy

We created a Free Flight campaign tailored to du Telecom’s specific needs: customers sign up for a post-paid smart plan in one of du’s branches or online and receive a free flight voucher that can be redeemed through the campaign website: from either Abu-Dhabi, Dubai or Sharjah customers can fly to up 23 destinations across Europe and the Middle East.

 

Dests

Destinations

Deps

Departures

 

Communication

“Subscribe to a smartplan and get a free flight.”

Campaign Mechanics and Incentive Redemption
Slide1
Slide2
Slide3
Slide4
Slide5

 

Marketing Collateral

Du Telecom created a variety of marketing collateral to promote the campaign online and offline. But du did not stop at banners and POS print promotion. Du Telecom orchestrated an impressive flash mob including  150 dancers at the Mall of the Emirates – one of the top five shopping malls in Dubai (as recognised by Forbes). The brand illustrated how to effectively utilise the element of surprise paired with the power of viral video.

 

du+-+image+2
IMG-20150907-WA0000
du+-+image+1
du+website+-+promotion

 

 

Fly away with Du Telecom – flash mob

A flash mob is a great idea to attract media attention and create a buzz around the promotion.

 

 

Stay in touch to find out more about how we can help you grow your business by filling out the form below or get in touch with us.

What we do

Our team is here to help every step of the way

inspire-logo