Al Nisr Publishing DM, Case study The 'Headline News' Cup Sleeve by Y&R Dubai

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The 'Headline News' Cup Sleeve

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Industry Publishing, streaming & media
Media Direct marketing, Case study
Market United Arab Emirates
Agency Y&R Dubai
Copywriter William Mathovani
Producer Amin Soltani
Photographer Mojtaba Komeili, Arturo D. Smith
Released May 2012


London International Awards 2012
Non-Traditional Media Promotion Short List

Credits & Description

Category: Point of Sale
Product/Service: GULF NEWS
Agency: Y&R DUBAI
Chief Creative Officer/Creative Director: Shahir Zag (Y&R Dubai)
Creative Director/Art Director: Joseph Bihag (Y&R Dubai)
Copywriter: William Mathovani (Y&R Dubai)
Junior Producer: Leng Panganiban (Y&R Dubai)
Producer: Amin Soltani (Y&R Dubai)
Post-Production Supervisor: Subash Mishra (Y&R Dubai)
Photographer: Mojtaba Komeili
Technical Developer: Pixel Plus Media
Account Director: Kandarp Baxi (Y&R Dubai)
Business Director: Zaakesh Mulla (Y&R Dubai)
Executive Director: Duleep George (Gulf News)
Promotion Manager: Naheed Patel (Gulf News)
Chairman: Nilesh Ved (Tim Hortons)
Photographer: Arturo D Smith
Media placement: Coffee Cup Sleeve - In Store ( Tim Hortons) - 09 January 2012

Describe the brief from the client
Gulf News, the UAE's leading English daily newspaper, wanted to reach even more readers and convert them into subscribers.

Describe the challenges and key objectives
Our target was to gain 1.5% more subscribers and increase website traffic by 25%.

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.

Describe how you arrived at the final design
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.

Give some indication of how successful the outcome was in the market
Timing is everything. The ‘Headline News’ Cup Sleeve allowed us to be the first throughout the day to deliver breaking news to potential subscribers, and make meaningful connections.
• 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 2 weeks
• 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