2016 Winners & Shortlists

Brief Explanation

UAE has the 'eating out, meeting out' culture, especially among the youth. Hence we decided not to ask our audience to smell the coffee, but to pitch The Coffee Club as ‘a great place to meet’.

The Campaign

Our task was to launch an Australian cafe chain, The Coffee Club, in Dubai. The challenges were: the brand was unknown in Dubai; Australia isn't equated with great coffee. UAE has the 'eating out, meeting out' culture, especially among the youth. Hence we decided not to ask our audience to smell the coffee, but to pitch The Coffee Club as ‘a great place to meet’. We launched The Coffee Club through a fully integrated campaign, targeted specifically at the youth. It revolved around a singular, bold theme: WHERE WILL I MEET YOU? The campaign hit a sweet spot with Dubai's youth and the results were above The Coffee Club's expectations on every parameter.

Creative Execution

We launched the idea with a fully integrated campaign in 2 stages: 1. Pre-Launch Teaser We sparked curiosity among the youth and created a community by setting up: • A URL www.wherewillimeetyou.ae • 'wherwillImeetyou' social media accounts • Outdoor in the location's neighborhood, Print in local newspapers We enticed our target audience to call a given number through SMS and print. Once they called the number, the call got cut/declined and they received an SMS: 'I'm dark,strong.. meet me on the 18th of February' (which was the launch date). We did not reveal the sender. We even invited the media and bloggers by sending them gifts without revealing anything. 2. Launch The day arrived and we invited everyone. The callers received another SMS inviting them to The Coffee Club and the media received their official invite. The outdoor and print changed to the launch creative.

• Business targets were achieved within 45 days – 3 months ahead of schedule • www.wherewillimeetyou.ae achieved over 30,000 page views within two weeks • Facebook reach: 32,000 • Twitter reach, over 157,000 – engagement levels of 1.47%, well above the UAE benchmark • Instagram followers doubled • Launch attended by topline bloggers @secretsquirrelfood and @itsmepaulramos • Today The Coffee Club is a famous meeting place for social media influence-rs and opening its fourth store in the UAE