Brand | JUMEIRAH GROUP |
Product/Service | HARRY GHATTO'S KARAOKE BAR |
Entrant | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
Category | Best 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
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 |