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.
The campaign, launched by du and their media partner, Mindshare MENA, part of GroupM, included billboards, website takeovers, magazine features, PR blitzes, and social media engagements. The innovative “blue man” concept was the brainchild of du and their creative partner, TBWA.
Adding to a flavour of ‘fun’ to the business proposition, the campaign included gamified media elements and CGI.
The reach was tangible. During the teaser phase alone, the campaign reached more than 2 million unique users across the UAE.
While the campaign highlights du’s commitment to supporting SMEs, it also showcases the power of creative, integrated marketing strategies in driving brand intrigue.
