du - RTA WiFi
A dynamic multi-channel campaign promoting du WiFi onboard RTA taxis, highlighting the convenience and entertainment of having free internet access while commuting. The visuals showcase happy passengers enjoying seamless connectivity on the move, turning idle taxi time into productive or relaxing moments.
Client
Role
Year
Client brief
Objective: Promote the launch and availability of free WiFi in RTA taxis across the UAE.
Target Audience: Daily commuters, tourists, business travelers, and young digital natives who rely on mobile connectivity.
Key Message: Stay connected on the road with du WiFi Onboard – transforming the ride experience into a smarter, more enjoyable journey.
Creative Direction
Approach:
Human-centered storytelling: Showing genuine expressions of happiness and productivity during real-life commuting moments.
Positive emotion: Each visual conveys the comfort and joy of staying online during a trip.
Consistency in branding: Clear usage of du’s brand identity across all mediums (OOH, lamppost, social).
Tech-meets-lifestyle vibe: Balancing digital service with day-to-day human interaction.
Tone: Friendly, youthful, and convenience-driven.
Visual Identity: Gradient overlays (blue/purple), modern typography, real-life settings, iconography like the WiFi symbol.
