du, the fastest-growing telecommunications provider, launched 9 new stores in Abu Dhabi for existing and prospective customers who prefer in-store interactions over online transactions. du’s initiative to launch new stores in Abu Dhabi demonstrated its commitment to providing exceptional customer service and catering to the needs of all customers, regardless of their preference for online or in-store transactions. The aim was to identify and target customers, who were most resistant to digital transactions, while raising awareness, driving foot traffic, and boosting ROI.
By setting up mobile geo-fences, MEmob+ targeted the adults (middle-aged/older), who are traditional in nature, have a high disposable income, and are predominantly Emirati. To reach these customers, mobile geo-fences were set up and custom audiences were created for an innovative campaign using data-driven creatives. The use of Dynamic Creative Optimization (DCO) allowed for the creation of location-specific ads to increase awareness and drive footfall.