Shahir Zag
Creative Partner at Science & Sunshine
Dubaï, United Arab Emirates
TitleThe 'Headline News' Cup Sleeve
Agency
Campaign The 'Headline News' Cup SleeveA
Advertiser Al Nisr Publishing
Brand Gulf News
Date of First Broadcast/Publication 2012 / 1
Business Sector Media, Publishing & Production
Tagline Fresh News. Fresh Brews.
Story Gulf News, the UAE's leading English daily newspaper, wanted to reach even more readers and convert them into subscribers.
Consumption habit suggests that people read newspapers while having their morning cup of coffee. So 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. 
Philosophy THE INSIGHT AND STRATEGY
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.
 
THE IDEA AND EXECUTION
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.
 
RELEVANCE
Timing is everything. So we interacted with our readers when they normally read the newspaper — when they enjoy their freshly brewed coffee.
The ‘Headline News’ Cup Sleeve allowed us to be the first throughout the day to deliver breaking news to potential subscribers and make a meaningful connection with them. 
Problem THE CHALLENGE
Gulf News, the UAE's leading English daily newspaper, wanted to reach even more readers and convert them into subscribers. Our target was to gain 1.5% more subscribers, help promote their twitter channel and increase traffic to the Gulf News website by at least 25%. 
Result THE RESULTS
• 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 two weeks of the campaign launch.
• 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. 
Media Type Ambient
Chief Creative Officer
Creative Director
Creative Director
Copywriter
Executive Agency Producer
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Advertiser's Supervisor
Advertiser's Supervisor
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