2016 Winners & Shortlists

OFF OR ON

BrandOFF & ON
Product/ServiceSLIDE TO OPEN
EntrantRÉPUBLIQUE Beirut, LEBANON
CategoryMobile Applications
Entrant Company RÉPUBLIQUE Beirut, LEBANON
Advertising Agency RÉPUBLIQUE Beirut, LEBANON

Creative Execution

The app was designed to give users an easy way to interact with the club. The simple swipe motion made it a one-step process for users to vote whether the club was “off” or “on”. We then added a feature where users got notifications to know if friends had opted to open the club for that night, to create a snowball effect where people were more encouraged to vote for it to be open. The invite to download the app was then sent only to the database of private members, keeping the voting process contained among the venue’s preferred clientele.

The app had its intended result. First of all, the Facebook notifications did in fact have a positive effect, as the Lebanese crowds have a tendency to go where they know their friends will already be going. Also, Off&On were not only able to gauge whether the night would be a full house or not, but also the snowball effect of users requesting the night be “On” meant they opened the doors nearly every day of the week. In the long run, this saved them thousands of dollars in the long run, and maintained their mystery among the general crowds.

On the outside, Off&On is a barbershop – but to the privileged few in the know, behind its façade lies an underground club. The venue’s exclusive nature and its need to stay under a veil of mystery also means that it cannot advertise. Lack of communication then led to the club being relatively empty on some nights. The client came to us with this problem – asking for a tailor-made solution, but the challenge was to communicate about a place that we cannot communicate about. How could we promote a place that wants to remain hidden? We created an app that would effectively be a way that users could control whether the club opened or not. This gave customers a way to interact with the club using its secretive concept but also allowed the club to know whether guests wanted the venue to be opened.

Credits

Name Company Role
Fadi Mroue République Executive Creative Director
Sami Kiwan République Senior Digital Art Director
Jules Kassas République Digital Art Director
Links
Mobile URL