Ground-breaking du Tuesday campaign sweeps Dubai Lynx Awards

du receives eight awards at the 2014 Dubai Lynx: four Gold, three Silver and one Bronze for its unconventional du Tuesday campaign

Dubai, UAE – 16 March 2014: du, the Middle East’s fastest-growing telecommunications company, won an impressive eight honours at the 2014 Dubai Lynx Awards for its disruptive du Tuesday campaign. The award-winning campaign promotes an exciting offer concept, whereby du’s prepaid and postpaid mobile customers can enjoy two movie tickets for the price of one for all films every Tuesday at VOX Cinemas across the UAE.

du Tuesday’s four campaign films, entitled ‘Too Scary’, ‘Too Boring’, ‘Too Depressing’ and ‘Too Complicated’, used cutting-edge creativity and a humorous tone to shed light on the importance of indulging in a shared movie experience. The adverts were created by Leo Burnett Dubai, directed by Ali Ali and Maged Nassar.
The films took home four Gold trophies across various categories, including Film; Film Craft – Direction; Film Craft – Script, and Film Craft – Production Value. In addition, the campaign won Silver in the Film Craft – Cinematography, Film Craft – Film Art, and Film Craft – Casting slots. A Bronze was also received in the Film Craft – Casting group.

Hala Badri, Executive Vice President of Brand and Communications, du, said: “We have long placed innovation prowess and leadership proficiency at the core of our business ethos. In fact, these values are part and parcel of our company’s DNA. The du Tuesday communications strategy brings to life our desire to communicate with our customers in the most exciting, meaningful ways, with its original content and impactful messaging specifically designed to deliver a truly powerful brand experience.”

The awards were presented to Chas Sweeting, Vice President – Channels Communications, du, and Ahmed Zaki, Director – Live Communications, du.

du’s du Tuesday campaign also won big at this year’s MENA Cristal Festival Awards, held in February at Beirut’s Music Hall. The films ‘Too Depressing’, ‘Too Boring’, and ‘Too Complicated’ respectively won Gold, Silver and Bronze awards.

About du
We opened for business in 2006. We offer mobile and fixed telephony, broadband connectivity and IPTV services to individuals, homes and businesses. We also provide carrier services for businesses and satellite up/downlink services for TV broadcasters.

As a rapidly-growing enterprise, we have a team of experts working to enhance and expand our bouquet of service offerings. Our people come from over 60 countries – we mirror the rich cultural diversity of our nation, while being able to serve our customers in a variety of languages.

Over 50% of our senior management team and customer-facing employees are UAE nationals, and we remain committed to providing fulfilling opportunities for quality talent in a cosmopolitan working environment.

By the end of Q4 2013, more than 7.4 million people and over 50,000 businesses have chosen to use our services. In a survey conducted by ARC Chart, we were named the Best Mobile Broadband Network 2012 in the Middle East and Africa region. We also ranked first in MENA’s Standard & Poor/Hawkamah Environmental, Social and Corporate Governance Index in 2011.

du is 39.5 percent owned by Emirates Investment Authority, 20.081 percent by Mubadala Development Company PJSC, 19.5 percent by Emirates Communications and Technology LLC and the remaining stake by public shareholders. du is listed on the Dubai Financial Market (DFM) and trades under the name ‘du’.