Your home your way

In the fast-moving market of telecommunications, standing still isn't an option. As competitors launched new high-speed plans, du saw a golden opportunity to leap ahead. They completely reimagined their home services—upgrading core plans, introducing new customizable options, and launching an advanced set-top box with a brand-new user interface. 

The challenge was clear: how do we cut through the noise to capture the imagination of a tech-savvy audience? We needed to not only announce these innovations but to make everyone feel the excitement of what home entertainment could be.

Our strategy was to meet our audience where they live—literally. The big idea? To turn the digital living room into our main stage using the high-impact, high-attention world of Connected TV (CTV).

This wasn't just about running ads; it was about starting conversations. We used dynamic, AI-led segmentation to create two distinct streams of communication: one to inspire existing customers with powerful upgrade offers, and another to welcome new users into the du family. This bold, targeted approach ensured every message was personal, powerful, and perfectly placed to make du the most exciting choice in the market.

The campaign delivered strong results, exceeding all key benchmarks and demonstrating the power of a targeted, channel-first strategy. 

• Reach: Engaged 2.2 million du and non-du subscribers.

• Engagement: Achieved an 86% higher engagement rate on CTV compared to industry benchmarks.

• Sales Growth: Increased sales by 7% during the campaign period.

• Subscription Uptake: Boosted subscriptions by 11%.

This success demonstrated the effectiveness of using smart technology to drive both awareness and adoption, solidifying du's position as an innovator in the market.