SHISHA KARAOKE by Memac Ogilvy & Mather Dubai for HARRY GHATTO'S KARAOKE BAR

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SHISHA KARAOKE

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Industry Clubs, Restaurants, Pubs & Bars
Media Promo & PR
Market United Arab Emirates
Agency Memac Ogilvy & Mather Dubai
Executive Creative Director Till Hohmann
Creative Director Ramzi Moutran
Art Director James Purdie
Copywriter Sascha Kuntze
Released January 2010

Credits & Description

Category: Ambient Promotion: Small Scale
Advertiser: JUMEIRAH GROUP
Product/Service: KARAOKE BAR
Agency: MEMAC OGILVY & MATHER
Date of First Appearance: Jan 17 2010 12:00AM
Entrant Company: MEMAC OGILVY & MATHER, Dubai, UNITED ARAB EMIRATES
Executive Creative Director: Till Hohmann (Memac Ogilvy/Mather Dubai)
Art Director: James Purdie (Memac Ogilvy/Mather Dubai)
Copywriter: Sascha Kuntze (Memac Ogilvy/Mather Dubai)
Creative Director: Ramzi Moutran (Memac Ogilvy/Mather Dubai)
Production Manager: Khawar Mehmood
Graphic Designer: Sabia Fatayri (Memac Ogilvy/Mather Dubai)
Media placement: Shisha Mics - 15 Sisha Pipes At Jumeirah's Shisha Bars In Dubai (Madinat Jumeirah, Al Nafoura, - 17.01.2010

Describe the objective of the promotion.
The Jumeirah Group is a hospitality chain with many hotels, restaurants and bars in Dubai. Amongst these: Harry Ghatto’s - a karaoke bar. The task was to increase visitor numbers and get more people to come and sing along.

Describe how the promotion developed from concept to implementation
While Harry Ghatto’s needed more visitors, Jumeirah’s shisha cafes were doing really well - visited by the typical sociable Dubai crowd; the very same audience Harry Ghatto’s was after. So we initiated a cross promotion with an engaging idea: the first ever shisha microphone - replacing the ordinary mouthpiece of shisha pipes at Jumeirah’s shisha bars.

Describe the success of the promotion with both client and consumer including some quantifiable results
The karaoke mouthpieces were a fun success. The word spread and Harry Ghatto’s has started to see a marked increase. And funnily enough: so did the shisha cafes with the fun new mouthpieces.

Explain why the method of promotion was most relevant to the product or service
The way we approached this promotion was relevant in many ways. 1) Harry Ghatto's target audience could be found in places that were already managed by the Jumeirah Group. 2) This target audience was open (and actually demanding) fun and engaging ideas. 3) The creative idea played with the local relevance of smoking shisha in a fun and innovative way.