2016 Winners & Shortlists

Brief Explanation

INSIGHT • Coffee with friends/family is a popular activity in Arabic culture – In the Arab world, since you do not generally invite friends to your home, meeting outside is the preferred option Hence the 'eating out, meeting out' culture especially among the youth The potential 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 • The strategy was to marry the local coffee culture to our key market insight and weave a market specific brand story

Results and Effectiveness

• 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

Creative Execution

Our target audience are local and expats in the age group of 21-65 within the close surroundings of the outlet. We booked outdoor only in the area of Wasl Vita, where the store is located to talk to our the neighborhood. We used print media which was distributed in the Jumeirah area to target the local community. We separated the campaign into two parts; teaser and launch. In this way, we managed to intrigue our audience and reveal through the same channels. We kept the same audience engaged throughout the whole campaign in combination with the SMS technology.

Insights, Strategy and the Idea

Launching an Australian coffee shop in the UAE • Brand unknown in the UAE – except to Australian expats • Australia not perceived as THE place for coffee or having a 'coffee culture‘ • Possible perception in consumers mind “Just another coffee shop” Especially the younger generation enjoys the eating out culture, hence we relied on social media channels as UAE being the highes social media users. Outdoor media in the surrounding neighborhood and targeted print