2010 Winners & Shortlists

The Brief

The Jumeirah Group is a hospitality chain with many hotels, restaurants and bars in Dubai. Amongst these: Harry Ghatto’s - a karaoke bar. The task was to increase visitor numbers and get more people to come and sing along.

Creative Execution

The creative execution was relevant as it was based on 3 important insights. 1) Harry Ghatto's target audience could be found in places that were already managed by the Jumeirah Group. 2) This target audience was open (and actually demanding) fun and engaging ideas. 3) The creative idea played with the local relevance of smoking shisha in a fun way.

Describe the creative solution to the brief/objective.

While Harry Ghatto’s needed more visitors, Jumeirah’s shisha cafes were doing really well - visited by the typical sociable Dubai crowd. The very same audience Harry Ghatto’s was after. So we initiated a cross promotion with an engaging idea: the first ever shisha microphone - replacing the ordinary mouthpiece of shisha pipes at Jumeirah’s shisha bars.

Results

The karaoke mouthpieces were fun success. The word spread. Harry Ghatto’s has started to see a marked increase. And funnily enough: so did the shisha cafes with the fun new mouthpieces.