Habib's Promo, Case study STICKER ON COINS by DraftFCB Rio De Janeiro

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Industry Restaurants, Pubs & Bars
Media Promo & PR, Case study
Market Brazil
Agency DraftFCB Rio De Janeiro
Creative Director Adilson Xavier
Art Director Benjamin Yung Jr., Camila Rodrigues
Copywriter Ricardo John, Andre Pallu, Roberto Rezende
Released January 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: HABIB'S
Product/Service: RESTAURANT
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 Director: 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: Stickers On Coins - Sticker On All 50-Cents And 1-Real Given As Change In All Habib's Outlets - 25/01/2010

Results and Effectiveness
28 million fatayers sold in the first month of the promotion. 42% more than the previous month. 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 posted on the Internet, and even newspaper articles.

Creative Execution
All 50-cent and 1-real coins used in the more than 180 Habib's outlets all over Brazil were used as media to publicise the promotional price of Bib' fatayers, together with POP material inspired by the coins. Every coin became a small ad 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 throws away.

Insights, Strategy & the Idea
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 it needs to increase the volume of fatayers sold and consumer fidelity. But how to compete with the millionaire campaigns of competitors with a much smaller advertising budget? 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.