Du - "Tropa For Life"

Leo Burnett Middle East & North Africa

Leo Burnett Middle East & North Africa Dubai, Vereinigte Arabische Emirate

Awards

8732

Marke: Du
Länder: Vereinigte Arabische Emirate

Werbende: DU Telecom

Titel	Tropa For Life
Agentur	Leo Burnett Middle East & North Africa
Kampagne	Tropa For Life
Werbende	DU Telecom
Marke	Du
Datum der ersten Ausstrahlung/Veröffentlichung	2015
Geschäftsbereich	Telekommunikation
Philosophie	A holistic campaign launched du’s Filipino Bundle, a plan that is tailored to help Filipinos stay in touch with friends and family through unlimited chat, free calls and fee SMS. Maintaining authenticity was crucial for every part of the campaign, which began with a film shot by a Filipino comedy director, set in one of the community’s most popular hangouts in the UAE, the Satwa Basketball Court. The film featured an original ‘Tagalish’ hip-hop track produced by The Recipe’s Lucky Schild and featuring the vocals of Filipino rapper Twisted. The song put a humorous yet positive spin on how being part of a Tropa means always sticking together. Popular demand led to the soundtrack being released online as a free download, along with a music video. Soon, the song was also being remixed by popular artists in Dubai, becoming a regular club request. A special media idea was also employed, with the knowledge that at the UAE’s numerous retail outlets, malls and restaurants, the sound system is controlled by the predominantly Filipino staff. Through a direct-mail incentive, Filipino employees ensured that the song was regularly played in their outlets. Within two months, “Tropa For Life” became one of the UAE’s most requested songs on the radio. Fans can also request the song at some of the country’s most popular Filipino karaoke venues.
Ergebnis	There are approximately 800,000 Filipinos in the UAE. Within 3 days of launching, the online film generated 417,000 views, 4,600 likes and over 1,700 shares on facebook alone. The daily target for product acquisition was 1,000. During the entire first month of the campaign, daily acquisition was over 2,000 (200% the intended target).
Medientyp	Case Study
Länge	124 seconds
Chief Creative Officer	Bechara Mouzannar
Executive Creative Director	Andre Nassar
Creative Director	Rafael Augusto
Creative Director	Michael Fillon
Texter	Vusumuzi Khoza
Texter	Ritabrata Saha
Art Supervisor	Bruno Bomediano
Regional Account Director	Shinil Mufarru
Etatdirektor	Saad Yusuf
Account Executive	Mahmoud Jaber
Head of TV Production	Shereen Mostafa
Agentur TV-Produzent	Nathalie El Boustany
Etat-Planer	Saad Yusuf
Etat-Planer	Amir Zeitouni
Media Director	Samer Majzoub
Media Execuutive	Fallon Valentine
Senior Media Executive	Layal Hassi