2010 Winners & Shortlists

SHISHA KARAOKE

BrandJUMEIRAH GROUP
Product/ServiceHARRY GHATTO'S KARAOKE BAR
EntrantMEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
CategoryBest Use of Ambient Media: Small Scale
Entrant Company:MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Advertising Agency:MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES

Credits

Results and Effectiveness

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.

Creative Execution

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 and advertising to come to Harry Ghatto's karaoke bar. We basically invented a new advertising medium.

Insights, Strategy and the Idea

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. Our insight: 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.

Credits

Name Company Role
Till Hohmann Memac Ogilvy & Mather Dubai Executive Creative Director
James Purdie Memac Ogilvy & Mather Dubai Art Director
Sascha Kuntze Memac Ogilvy & Mather Dubai Copywriter
Peter Haag Jumeirah Group Director Of Marketing - Restaurants/Lifestyle
Khawar Mehmood Production Manager
Dalbir Singh Memac Ogilvy & Mather Dubai Creative Director
Sabia Fatayri Memac Ogilvy & Mather Dubai Graphic Designer