THE COUPON THAT NOBODY THROWS AWAY by DraftFCB Rio De Janeiro for Habib's

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THE COUPON THAT NOBODY THROWS AWAY

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Industry Fast food
Media Direct marketing
Market Brazil
Agency DraftFCB Rio De Janeiro
Creative Director Adilson Xavier
Art Director Camila Rodrigues
Copywriter Ricardo John, Andre Pallu, Roberto Rezende
Released January 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: HABIB'S
Product/Service: BIB'SFIHA FAST FOOD CHAIN
Agency: GIOVANNI+DRAFTFCB
Date of First Appearance: Jan 25 2010 12:00AM
Entrant Company: GIOVANNI+DRAFTFCB, Rio de Janeiro, BRAZIL
Creative Director: Adilson Xavier (Giovanni+DraftFCB)
Creative Director: Ricardo John (Giovanni+DraftFCB)
Head of Art: Benjamin Yung Jr. (Giovanni+DraftFCB)
Art Director: Camila Rodrigues (Giovanni+DraftFCB)
Art Directot: Benjamin Yung Jr. (Giovanni+DraftFCB)
Copywriter: Ricardo John (Giovanni+DraftFCB)
Executive Producer: Edgar Pasotti (Giovanni+DraftFCB)
Executive Producer: Telmo Ursini (Giovanni+DraftFCB)
Service Director: Mauro Silveira (Giovanni+DraftFCB)
Account Director: Larissa Zucatelli (Giovanni+DraftFCB)
Media placement: Coupon - Sticker on all 50-cents and 1-Real given as change in all Habib's outlets - 25/01/2010

Describe the brief/objective of the direct campaign.
Habib's is a Brazilian fast-food chain specialising in Arab food. Its main competitors are the famous worldwide fast-food chains. Every year, Habib's puts on a promotional campaign where it lowers the price of its main product 'The Bib' fatayer'. But to make up for the low unit price our objective was to increase the volume of fatayers sold and consumer fidelity. The question was how to compete with the millionaire campaigns of competitors with a much smaller advertising budget?

Explain why the creative execution was relevant to the product or service.
Every change given at a Habib's outlet became a coupon that shows that it is possible to have a delicious snack with very little money, and encourages every customer to return for another snack. A coupon that nobody will throw away.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution we came up with was a simple sticker stuck on a coin with a message: 'You have one Bib' fatayer in your pocket.' All 50-cent and 1-real coins used in the more than 180 Habib's outlets all over Brazil were used as a new type of media, a new point of contact with consumers to publicise the promotional price of Bib' fatayers, together with POP material inspired by the coins. A coupon that shows that it is possible to have a delicious snack with very little money, and which encourages every customer that enters an outlet to return for another snack. A coupon that nobody will throw away.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
28 million fatayers sold in the first month, 42% more than the previous month without the promotion. Cashiers reported that An average of one third of the coins with stickers came back into the chain's cash registers. Many of them immediately, which helped increase the average ticket size by 18%. The habib's promotion appeared on many Blogs, spontaneous videos were posted on the Internet. And there were even newspaper articles about it.