Du has departed from traditional B2B advertising norms for its latest ‘Business Starter’ teaser campaign. Instead of favouring formality, the brand has opted to play on curiosity, intrigue, and the mysterious.
For a whole week, Du ran a campaign with a creative of a “blue man” without any mention of the brand, product, pricing, promotion, or offer.
To a trained eye – the only callout to the du brand would’ve been the font and colours of the creative.
Unsurprisingly the integrated omnichannel campaign had people asking, “Who is the blue man?” and “what’s this all about?” creating speculation about the connect between the ‘blue man’ and business support services.
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