THE ‘HEADLINE NEWS’ CUP SLEEVE
|Client||AL NISR PUBLISHING|
|Entrant||Y&R DUBAI, UNITED ARAB EMIRATES|
|Type of Entry||Use of Media |
|Category||Merchandising/In-store Marketing & Point of Purchase Displays|
|Title||THE ‘HEADLINE NEWS’ CUP SLEEVE|
|Product/Service||GULF NEWS |
|Entrant Company:||Y&R DUBAI, UNITED ARAB EMIRATES|
|Sales Promotion/Advertising Agency:||Y&R DUBAI, UNITED ARAB EMIRATES|
To help Gulf News, the UAE’s leading newspaper, reach even more readers and convert them into subscribers.
People often receive breaking news from various news organisations on their phone.
Our strategy was to be the first one that our audience interact with, so they would have
Gulf News on their mind for the rest of the day.
Describe how the promotion developed from concept to implementation
Fresh news goes well with fresh coffee. So 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 of the hour, printed using a special printer that pulled out tweets from the Twitter account of Gulf News.
It allowed us to be the first throughout the day to deliver breaking news to potential subscribers and make a meaningful connection with them.
Describe the success of the promotion with both client and consumer including some quantifiable results
• More than 2,400 new Gulf News Twitter followers within the first two weeks
of the campaign launch.
• The traffic on the Gulf News website grew by 37%.
• Subscription’s up by 1.5% so far.
• We’re rolling out this project in Tim Hortons outlets across the UAE and in
14 new outlets soon to be opened.
Explain why the method of promotion was most relevant to the product or service
We reminded existing and potential subscribers about Gulf News
when they are most likely to read it — with their morning coffee.
||Chief Creative Officer/Creative Director
||Creative Director/Art Director
||Head Of Production
|Pixel Plus Media
||Post Production Supervisor