With this campaign, InMobi proved the power of mobile in delivering on both performance as well as branding goals. We look forward to evolving and continuing to improve engagement in future campaigns.
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Asia
InMobi Delivers Brand Uplift for du
Solution
Identifying target audience, Engaging with customers
Identifying target audience, Engaging with customers
About du
Emirates Integrated Telecommunications Company, which commercially rebranded as du in February 2007, is one of the two main telco operators in the United Arab Emirates. They provide mobile and fixed services, broadband connectivity and IPTV services to people, homes and businesses all over the UAE. They also provide carrier services, a data hub, internet exchange facilities and satellite service for broadcasters.
Highlights
2x
Boost in CTRs Above Global Benchmarks
3x
Boost in Impressions on iOS Devices
200,000
Ad Clicks in Two Months
Campaign Overview
du’s campaign with InMobi ran across the United Arab Emirates from the end of July to end of August 2021, with a target audience of people between the ages of 21 and 55. The aim was to particularly target people using high end devices, with interest in gaming and tech. The campaign’s overall objective was both to build awareness, as well as driving direct signups to the service at the same time.
Theme-based creatives were used for the campaign, depicting the various benefits that du provides to its users. InMobi identified four main themes for creative to follow: Data and Minutes, DataCarryOver, Roaming, IDD. 1) Data and Minutes: showcased national or flexible minutes for calls as well as national data that is offered from du to his users. 2) DataCarryOver showcased that users can carry over their data from month to month. 3) IDD showcased the benefit that du is providing to users around “Free Unlimited International Calls.” 4) Roaming: showing that du provides free roaming data to users.
Results
In terms of the campaign’s performance focus, overall du achieved clickthrough rates 2x higher than the global benchmark. And for impressions delivered on iOS devices, it achieved almost 3x the benchmark CTR. In the full course of two months, InMobi delivered more than 200,000 clicks.
InMobi also used InMobi Pulse, its in-house research tool, on this campaign to measure recall and brand uplift. Overall results were positive, showing 56% ad recall among viewers. In terms of brand awareness, this was up 6% in the exposed versus the control group.
The best performing audiences for the campaign was found to be avid gamers, millennials and tech enthusiasts. And of particular note on the performance side, were the higher results delivered towards the end of the week.
Future campaigns will use interactive rich media along with standard banners and videos, especially those shorter than 15 seconds, as they have higher completion rates and should continue building reach and user engagement.
