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Where will I meet you?
Brief
The Coffee Club
UAE Launch
Australian café chain | Popular for its relaxed culture | UAE launch
THE CHALLENGE
To be launched in the UAE (Abu Dhabi and Dubai), the challenge was that the brand was unknown in the UAE. Australia was not known for its coffee culture. And unless you were a Starbucks, Tim Horton’s or Costa, it was possible the Coffee Club would be perceived as “just another coffee shop”.
THE IDEA
The idea came from our key cultural insight: In the Arab world, since you do not generally invite friends over to your home, meeting outside is the preferred option. Hence the ‘eating out, meeting out’ culture, especially among the youth who preferred coffee shops. So rather than ask our audience to smell the coffee, we pitched The Coffee Club as ‘a great place to meet’.
THE CAMPAIGN
Communicating the idea with a fully integrated campaign
STEP 01:
Teaser – We Intrigue…
STEP 02:
Teaser – Launch – We reveal…
STEP 03:
Teaser – Post-Launch – and sustain the brand in the minds of the consumers
Services Provided:
- Art Direction
- Content English/Arabic
- Digital Film
- Marketing
- Media
- Photography
- Strategy
Video
THE RESULTS
• Business targets achieved within 45 days – 3 months ahead of
schedule.
• www.wherewillimeetyou.ae achieved over 30,000 page views within two weeks.
• Facebook reach was over 32,000.
• Twitter reach, over 157,000 – engagement levels of 1.47%, well above the UAE
benchmark.
• Instagram followers doubled.
• Attended by topline bloggers @secretsquirrelfood and @itsmepaulramos.
TODAY
The Coffee Club is ready to open its fifth store in the UAE. It is a meeting place made famous also by celebrities of the UAE, including His Highness Sheikh Hamdan bin Mohammed Al Makhtoum, Crown Prince of the UAE. And the database gathered during the launch campaign powers ongoing marketing activities.
