twofour54, the commercial arm of the Media Zone Authority – Abu Dhabi, has signed a partnership contract with DaDeDo for the Public Relations and Communication account of UAE’s National Service. The contract was signed by Noora Al Kaabi, CEO, twofour54, and Fa’eq Al Olaiwat, Chief Executive and Creative Officer, DaDeDo.
DaDeDo won the National Service creative account following a competitive pitch participated by 16 multinational agencies. The win covers all branding, PR and advertising activities for the National Service.
The National Service law is endorsed by President His Highness Shaikh Khalifa Bin Zayed Al Nahyan. It introduces mandatory military service for all Emiratis aged between 18 and 30 and sets up a new national defense and reserve force.
As part of the ongoing launch campaign, a manifesto film has already been launched on all national and international TV channels as well as online media. The film was well received by a wide cross-section of audiences, reaching over 100,000 views within 1 week of the launch. The communication program was supported through many Press Releases and social media management.