Gulf News - "The 'Headline News' Cup Sleeve"

Y&R Dubai Dubai, United Arab Emirates

Премии

11699

Бренд: Gulf News
Страна: United Arab Emirates

Рекламодатель: Al Nisr Publishing

Заголовок	The 'Headline News' Cup Sleeve
Агентство	Y&R Dubai
Кампания	The 'Headline News' Cup SleeveA
Рекламодатель	Al Nisr Publishing
Бренд	Gulf News
Дата первой трансляции/Публикации	2012 / 1
Бизнес сектор	СМИ, издательство и производство
Слоган	Fresh News. Fresh Brews.
История	Gulf News, the UAE's leading English daily newspaper, wanted to reach even more readers and convert them into subscribers. Consumption habit suggests that people read newspapers while having their morning cup of coffee. So since fresh news goes well with fresh coffee, we adapted the coffee cup sleeve of Tim Hortons, a global coffee chain, into an advertising medium and we created The ‘Headline News’ Cup Sleeve. Every cup. Every hour. Every day. When Tim Hortons customers received a cup of coffee, they also received the headline news of the hour, printed using a special printer that pulled out tweets from the Gulf News Twitter account. The short URL and QR code on the sleeve then directed them to the Gulf News website where they could read the full story.
философия	THE INSIGHT AND STRATEGY Consumption habit suggests that people read newspapers while having their morning cup of coffee. Tim Hortons is one of our clients in the UAE and they serve 35-50,000 coffees per month, per outlet. Realising its untapped potential, we decided to create a campaign around them to meet our target. THE IDEA AND EXECUTION Since fresh news goes well with fresh coffee, we adapted the coffee cup sleeve of Tim Hortons, a global coffee chain, into an advertising medium and we created The ‘Headline News’ Cup Sleeve. Every cup. Every hour. Every day. When Tim Hortons customers received a cup of coffee, they also received the headline news of the hour, printed using a special printer that pulled out tweets from the Gulf News Twitter account. The short URL and QR code on the sleeve then directed them to the Gulf News website where they could read the full story. RELEVANCE Timing is everything. So we interacted with our readers when they normally read the newspaper — when they enjoy their freshly brewed coffee. The ‘Headline News’ Cup Sleeve allowed us to be the first throughout the day to deliver breaking news to potential subscribers and make a meaningful connection with them.
Проблема	THE CHALLENGE Gulf News, the UAE's leading English daily newspaper, wanted to reach even more readers and convert them into subscribers. Our target was to gain 1.5% more subscribers, help promote their twitter channel and increase traffic to the Gulf News website by at least 25%.
Результат	THE RESULTS • Until now, over 1,440 headline tweets have been printed on more than 840,000 coffee cups. • More than 2,900 new Gulf News Twitter followers in the first two weeks of the campaign launch. • The traffic on the Gulf News website grew by 41%. • Subscription’s up by 2.8% so far. • We’re rolling out this project in Tim Hortons outlets across the UAE and in 14 new outlets soon to be opened.
Тип медиа	Окружающий
Главный креативный директор	Shahir Zag
Креативный директор	Shahir Zag
Креативный директор	Joseph Bihag
Копирайтер	William Mathovani
Продюсер исполнительного агентства	Amin Soltani
Продюсер агентства	Leng Panganiban
Коммерческий директор	Zaakesh Mulla
Директор рабочей группы клиента	Kandarp Baxi
Технический разработчик	Pixel Plus Media
Фотограф	Mojtaba Komeili, Arturo D. Smith
Редактор	Subash Mishra
Руководитель рекламодателя	Duleep George
Руководитель рекламодателя	Naheed Patel
Руководитель рекламодателя	Nilesh Ved