du rolls out brand campaign

Commenting on the launch of the campaign, Ahmed Bin Byat, Chairman of du said: 'du is proud to be the one to usher in choice for consumers in the UAE telecom sector for the very first time. Since the brand du has been introduced, an ongoing evolution process has added new dimensions to our presence.'

While acknowledging that the UAE is a well-saturated market, du believes there is ample room for expanding the market, as well as providing existing customers with choice. 'The dynamic nature of the telecommunications industry requires the presence of flexible and far-sighted strategies to adapt and manage change while maintaining a competitive advantage. That is why, in the run-up to the launch, du has maintained its focus on understanding customer needs, while at the same time, recognizing the challenges presented by the market,' added Bin Byat.

With the countdown to the official launch underway, people across the UAE will be formally introduced to the market's new telecom operator via its brand campaign.

At a press conference announcing the campaign's launch, Osman Sultan, Chief Executive Officer of du, said:

'As the new national operator in the UAE, we are committed to offering more than just choice to our customers. Our vision is to transcend technology, which changes constantly, and focus instead on people and on applications that impact their daily lives - our campaign wants to talk to people's hearts and minds.'

For its campaign concept, du chose water as an analogy to express the telecom's brand attributes. 'The call of water is heeded by everyone, bringing people together - as does communication,' said Sultan.

Outlining how the brand campaign reflects du's vision of communication, Sultan said, continuing to quote from the text of du's brand campaign, 'Water brings people together, it comes from inside us, it allows us to travel far, and it expresses itself with power or as a whisper. And of course, it is all around us in our daily life. This is how we see communication and we want to take it further.'

'Our campaign will strike a cord in everyone's hearts, with statements that echo different aspects of daily life on different levels. Communication today add value to the life of each and everyone; convenience, security, fun, ease, comfort, control and efficiency. Our ambition is to make everyone realise through our corporate values and behaviour that du will, as our slogan says, 'add life to life.'