2016 Winners & Shortlists

Brief Explanation

The app for Off&On is a direct marketing tool targeting the clients of the club, allowing them to effectively control whether the club opens that night or not. As the invite to download the app was directly sent to private members of the club, it became a tool that they could personally use to interact with the venue.

Creative Execution

Uniquely, the Off&On app didn't require a marketing plan - in fact it was our goal to have it stay exclusively within a specific circle of clientele. The invite to download the app was sent to private members only. While the existence of the app spread through word of mouth, it did so through the selected clients of the venue, therefore bringing in those that were like-minded. We didn’t want the app to be number one on the App Store – we wanted it to stay as hush-hush as possible, hand-picking only Off&On’s profile customers digitally.

Results

The app allowed Off&On to have significantly more full nights, opening their doors nearly every day of the week. Users were not only opting to slide right to have the venue open, but by signing in through Facebook, the user would also get a notification telling them whether their friends has requested the club open that night. This encouraged a snowball effect of engagement – as the Lebanese are more likely to go somewhere if they know others are going too. Eventually, the increased bookings allowed for the club to make more money, open more and retain their secret identity.