2016 Winners & Shortlists

OFF OR ON

BrandOFF & ON
Product/ServiceSLIDE TO OPEN
EntrantRÉPUBLIQUE Beirut, LEBANON
CategoryUse of Digital in a Promotional Campaign
Entrant Company RÉPUBLIQUE Beirut, LEBANON
Advertising Agency RÉPUBLIQUE Beirut, LEBANON

The Brief

On the outside, Off&On is a barbershop – but to the privileged few in the know, behind its façade lays an underground club. With a need to stay secret, which meant it cannot advertise, the venue remained relatively empty on some nights. The client came to us asking for a tailor-made solution, but the challenge was to promote a venue which no one is supposed to know about. Our strategy was to find a tool that could be used directly with private members, but could then be spread minimally amongst like-minded potential clientele.

Creative Execution

By creating an app, we were able to find a way to talk directly to the exclusive clientele. The intimate use of the medium made it the ideal way to have a personal connection with our audience, pushing them to choose Off&On for their night out and promoting the venue all at once. Since we didn't want the app to become too popular, we simply sent an invitation to download only to the private members of the club - however it was inevitable that the app would find its way to others. Since its only mode of exposure was through word of mouth, we ensured that the app was then only used by associates of our private members, which meant retaining like-minded individuals on the client database.

Describe the success of the promotion with both client and consumer including some quantifiable 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 save money, open more and retain their secret identity.

Explain why the method of promotion was most relevant to the product or service

Off&On is a nightclub, masquerading as a barbershop and due to the venue's secretive nature, promoting it and filling up the venue night after night is a difficult task. The app acts as a promotion tool, without having to over-communicate the venue to the general mass. By sending the invite to download the app to only an exclusive list of patrons, we were then able to allow the app to spread through word of mouth only to that list's like-minded friends and acquaintances, helping promote the club without undermining its exclusivity.

Credits

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