Brand | LIWA MINOR FOOD & BEVERAGES LLC |
Product/Service | THE COFFEE CLUB |
Entrant | BLUE APPLE Dubai, UNITED ARAB EMIRATES |
Category | Integrated Multi-platform Campaign |
Entrant Company
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BLUE APPLE Dubai, UNITED ARAB EMIRATES
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Advertising Agency
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BLUE APPLE Dubai, UNITED ARAB EMIRATES
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Media Agency
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BPN Dubai, UNITED ARAB EMIRATES
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Creative Execution
Communicating the idea with a fully integrated campaign divided into 2 steps:
1. Teaser
We created a community that sparked curiosity by setting up...
• A URL www.wherewillimeetyou.ae
• 'wherwillImeetyou' social media accounts
...driving viewers to call a given number. The call gets declined and he receives a SMS: 'I'm dark,strong..meet me on the 18th of February'(which was the launch date of TCC) without revealing the client.
On the launch date the callers receive another sms inviting them to The Coffee Club and the media receive their official invite. The outdoor and print changed to the launch creative.
• Business targets 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
• A famous meeting place for social media influence-rs, opening its fourth store in the UAE
• Instagram followers doubled
THE CHALLENGE
Launching an Australian coffee shop that us unknown in the UAE and Australia not perceived as THE place for coffee.
INSIGHT: COFFEE AND LOCAL CULTURE IN UAE
• Coffee with friends/family is a popular activity in Arabic culture, especially amongst youth and university students
• Key Cultural Insight:
– In the Arab world, since you do not generally invite friends over to your home, meeting outside is the preferred option
Hence the 'eating out, meeting out' culture especially among the youth
From the key cultural insight we realised that the BIG IDEA lies in the brand's existing tagline: "Where Will I Meet You?"
• It was the answer to making the leap from locally unknown name to a locally relevant need
• Therefore the strategy was to marry the local coffee culture to our key market insight and weave a market specific brand story
Credits
Pankaj Ramnathkar |
Blue Apple |
Executive Creative Director |
Neil D'Souza |
Blue Apple |
Creative Director |
Milind Lanjekar |
Blue Apple |
Brand Creative Director |
Robyn Abouchedid |
Blue Apple |
Account Manager |
Annalena Koehler |
Blue Apple |
Account Director |
Links
Website URL
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Social Media URL