du / United Arab Emirates / 2024B2B · OOH · Digital & Tech · PR Stunts
Business Starter: The Blue Man.
du used a mysterious blue character to build curiosity before revealing a business package for SMEs.
- Brand
- du
- Agency
- TBWA\RAAD
- Market
- United Arab Emirates
- Region
- GCC
- Year
- 2024
The challenge
Make a small-business telecom proposition stand out in a category often defined by formal advertising.
The idea
For a week, billboards and digital placements featured a blue man without naming the brand or product. Brand colours and typography supplied clues, while CGI, games and PR helped fuel speculation.
Results
- More than two million unique UAE users reached in the teaser phase, according to Campaign Middle East.
Case study source: Campaign Middle East Source ↗
Credits
- Brand
- du
- Creative agency
- TBWA\RAAD
- Media agency
- Mindshare MENA
