| Brand | JUMEIRAH GROUP |
| Product/Service | HARRY GHATTO'S KARAOKE BAR |
| Entrant | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
| Category | Best use of Ambient Advertising: Small Scale |
| Entrant Company: | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
| Advertising Agency: | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
Credits |
| Executive Creative Director | Till Hohmann |
| Creative Director | Ramzi Moutran |
| Copywriter | Sascha Kuntze |
| Advertiser's Supervisor | Peter Haag |
| Art Director | James Purdie |
| Other Credits | Khawar Mehmood: Production/Sabia Fatayri |
Execution
The situation
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.
The solution
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.
The result
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.