2010 Winners & Shortlists

Results and Effectiveness

A 12% Growth in Delivery volumes first month into the campaign. New Items on the menu were sought after by 50% of the visitors which proves that awareness of the new items was uplifted. (Source: Crepaway marketing team) “The initiative allowed people to get acquainted with the new products much faster, remembering their names. It encouraged people to try them, whether by visiting Crepaway or ordering deliveries” Albert Thoumy (Head of Communication Crepaway) “The campaign led to a huge word of mouth in the store and raised a lot of questions around what the “Crepaway DVD Selection” was leading them to then realize it was about the movies relating to the new menu.” Rabeeh Adwan – Store Manager, Virgin

Creative Execution

Virgin megastore was a natural partner given the affluent target. They constantly rely on virgin to inform them of latest releases and the virgin recommended selection of movies, series and music. The Idea was simple; Crepaway is the new stamp of authority when it comes to home entertainement: we replaced the infamous Virgin’s “New Releases” signs with “The Crepaway Selection”. Between the latest DVD selections we placed wobblers & ceiling danglers with the latest additions to the new menu to mirror the new DVD releases. The visuals were designed similarly to movie posters introducing “The Grand Cheesecake”, “Cecile”, etc.. We created a new format online that matches the vertical movie posters format to keep the link between new movies and the new menu (YouTube, MSN and Facebook)

Insights, Strategy and the Idea

In a cluttered category where all restaurants have the same look and feel, Crepaway wanted to introduce a new menu. The launch was an attempt for the restaurant to differentiate its offering, look and feel from the competition therefore the campaign had to be different. The affluent niche target that constitutes the clientele of the restaurant is very selective when it comes to home entertainment. Quality entertainment meant a good DVD with a bunch of friends and the right bite. Crepaway is your ultimate partner when choosing your entertainment options.