Ryan Lum
THE BRIEF
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%.
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.
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.
CREDITS
Client: Al Nisr Publishing
Brand Advertised: Gulf News
Agency: Y&R Dubai
Chief Creative Officer: Shahir Zag
Creative Director/Copywriter: Shahir Zag
Creative Director/Art Director: Joseph Bihag
Copywriter: William Mathovani
Head of Production: Amin Soltani
Agency Producer: Leng Panganiban
Business Director: Zaakesh Mulla
Account Director: Kandarp Baxi
Technical Developer: Pixel Plus Media
Photographer: Mojtaba Komeili/Arturo D. Smith
Editor: Subash Mishra
Client: Duleep George, Executive Director, Gulf News
Client: Naheed Patel, Promotion Manager, Gulf News
Client: Nilesh Ved, Chairman, Tim Hortons
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By Sarah Mills LONDON, Aug 5 (Reuters) – A self-proclaimed “old soul”,
U.S.
jazz artist Judi Jackson has come a long way since she discovered
her vocal talents singing in church in her home state of Virginia. “From around the age of like 10 or 12, I started to really pick it up seriously and study with a vocal coach… and work with little bands in my community,” the 29-year-old told Reuters in an interview. “My biological parents are both very creative and very musical. They did separate and I was adopted, which kind of opened my world in a way to many different styles of music, many different walks of life. And I was able to connect with a lot of different people at a very young age,” she said of her childhood. Inspired by Billie Holiday and Nina Simone, as
a teenager Jackson recorded a track for music ensemble Snarky Puppy and opened for Grammy award winning blues and
gospel singer Mavis Staples. Now signed to Sony Music and based in London,
she has played prestigious venues like Ronnie Scott’s Jazz Club and is currently doing select festivals and gigs following the release of her new album “Grace” earlier this
year. “If the music doesn’t have soul, what are you really doing? So all of my music has to come from that place initially,” Jackson said.
She describes “Grace” as a “bluesy, soulful rock n’ roll, torch song experience” with lyrics exploring
themes such as her relationship with her biological mother on the title track to
the idea of letting go of “things that no longer serve you” in song “River”. “Sometimes you have people in your life that help you. They make you strong. They’re there for you. But it’s only for a season… you realise you’ve either outgrown them or it’s just not a right fit for you anymore. And the freedom of being able to let go of that and let it flow like a river,” she said. Jackson says
she would love to play at the Glastonbury music festival, having once seen the late Amy Winehouse perform there. “It’s just iconic… I’m sure it will happen,” she said.
(Reporting by Sarah Mills; Editing by Susan Fenton)
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