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Leo Burnett Business
300 Park Avenue South
New York, New York 10010
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Lisa Abbatiello

CEO, Leo Burnett Business


Billie Smith

EVP Director of Talent Management

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Du Telecommunications “Du Tuesday”

INSIGHT. Movies — action, comedy, existential, whatever the genre — are not meant to be watched alone. Du Telecommunications and Leo Burnett Dubai recognized this and decided to create a campaign to boost ticket sales for all mobile customers. These irreverent spots centered on the reality that movies are better with a plus-one.

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IDEA. The “Du Tuesday” campaign promoted sales of two movie tickets for the price of one on Tuesdays for all mobile customers. The campaign was composed of multiple spots titled “Too Silly,” “Too Informative” or “Too Insulting” that pay homage to each specific movie style and genre through film, cinema and print. Moviegoers responded well not just to the deals but also to the work. The campaign reflected the love and appreciation cinephiles feel for different kinds of stories. The spots presented hyperbolic portrayals of movie genres to encourage conversation with #duTuesday.

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INNOVATION. “Du Tuesday” helped set up Du Telecommunications with a unique identity and point of view. The cutting-edge, creative and humorous approach to the campaign has done wonders for the brand. Even more importantly, the campaign led to a huge increase in Du’s ticket sales. “Du Tuesday” was noted for its film craft and copywriting and was awarded Best In Show at the ADC, 7 D&AD Pencils, eight Dubai Lynx Awards and two Golds at LIA.