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Dubai Lynx 2009 Direct & Sales Promotion Shortlist

FISH-HOOK TOOTHPICK
Credits
Type Of Entry: Sales Promotion
Category: Event/Field Marketing & Alternative Media
Title: FISH-HOOK TOOTHPICK
Advertiser/Client: FISH PARADE RESTAURANT
Product/Service: SEAFOOD RESTAURANT
Entrant Company, City: THE CLASSIC PARTNERSHIP ADVERTISING, Dubai
Country: UNITED ARAB EMIRATES
DM/Advertising Agency, City: THE CLASSIC PARTNERSHIP ADVERTISING, Dubai
Country: UNITED ARAB EMIRATES

Credit Details:
Name Position Company
John Mani  Chief Creative Officer  The Classic Partnership Advertising
Vitthal Deshmukh  Chief Creative Officer  The Classic Partnership Advertising
Alok Gadkar  Creative Director  The Classic Partnership Advertising
John Mani  Copywriter  The Classic Partnership Advertising
Alok Gadkar  Art Director  The Classic Partnership Advertising


Brief:
To encourage lovers of fresh seafood to visit Fish Parade, the new Restaurant that opened on Rolla Street in Dubai.

Execution:
This was a low cost promotion that targeted lovers of fresh seafood at the very source -- the fish market. The unique FISH HOOK TOOTHPICK symbolized both a BAIT and the culmination of an enjoyable meal.

Solution:
To target lovers of fresh seafood, we tied-up with shops selling fresh seafood in the fish market. Whenever customers made a purchase in these shops, along with the catch, they got a unique sachet. On the sachet was printed the message 'GOOD TO THE LAST BITE' and the Fish Parade logo. On opening the sachet, they discovered a 'FISH HOOK TOOTHPICK'. On the reverse of the sachet was a telephone Number to make reservations at the Fish Parade Restaurant.

Result:
This promotion resulted in an increase in table booking over the next month by 13%. Takeaways also increased by 21%.