标题 | The 'Headline News' Cup Sleeve |
广告公司 | Y&R Dubai |
广告战役 | The 'Headline News' Cup SleeveA |
广告主 | Al Nisr Publishing |
品牌 | Gulf News |
首次发布日期 | 2012 / 1 |
行业领域 | 媒体、出版物及制作 |
广告口号 | Fresh News. Fresh Brews. |
剧情简介 | 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. |
哲学 | 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. |
问题 | 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%. |
结果 | 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. |
媒体类别 | Ambient |
首席创意官 | Shahir Zag |
创意总监 | Shahir Zag |
创意总监 | Joseph Bihag |
文案 | William Mathovani |
广告公司执行制片 | Amin Soltani |
广告公司制片 | Leng Panganiban |
Business Director | Zaakesh Mulla |
客户总监 | Kandarp Baxi |
技术开发 | Pixel Plus Media |
摄影师 | Mojtaba Komeili, Arturo D. Smith |
剪辑师 | Subash Mishra |
客户主任 | Duleep George |
客户主任 | Naheed Patel |
客户主任 | Nilesh Ved |