2016 Winners & Shortlists

Brief Explanation

The Coffee Club is an Australian cafe chain that has recently debuted in the UAE. Their brand story in 9 countries around the world is that it's the place for good food, good service, excellent coffee. One of the things they pride themselves on, is their ability to delight their customers by re-imagining old favorites. And that's what they did with a selection of classic desserts. Our main target group was the expat community, both male and female. The challenge was that desserts amounted to a small portion of The Coffee Club billings. So the budget too was small change.

The Brief

Our task was to get customers to try their new range of re-imagined, classic desserts. And the budget given was minuscule.

How the final design was conceived

Since the client's budget was minuscule, we used the table mat as the point of communication to launch the desserts. Based on our observation, people do have time on their hands while waiting for their food. So we told our 'Always a sweet ending' story through the tablet mat. Our insight for the 'dessert stories' idea was that a good meal is like a good story: imagine the appetizer as the opening, the main course is the middle, and the dessert is the sweet ending. We chose well-known tragic stories/events and give them a sweet ending.

Indication of how successful the outcome was in the market

Customers loved the twist in our tales. For once, social media wasn't at the table, but stories were exchanged and shared. Customers took our stories home and budding writers and artists added their own twist to our tales. To make the story even better, The Coffee Club had a surprising twist of its own. Customers, who ordered the new re-imagined desserts, were given a surprise 15% off their entire bill. And that's a sweet way to end this story.