Gulf News / UAE / 2012Design & Packaging · Digital & Tech
The 'Headline News' Cup Sleeve.
Gulf News printed its latest headline tweets on Tim Hortons coffee cup sleeves across the UAE, refreshed every hour.
- Brand
- Gulf News
- Agency
- Y&R Dubai
- Market
- UAE
- Region
- GCC
- Year
- 2012
The challenge
Gulf News wanted more readers and subscribers. Its targets were a 1.5% rise in subscriptions, more followers on Twitter and at least 25% more website traffic.
The idea
Y&R Dubai built on the habit of reading the paper over morning coffee. A special printer pulled headline tweets from the Gulf News Twitter account and printed the hour's headline on Tim Hortons cup sleeves, with a short URL and QR code leading to the full story online.
Results
- According to the case study, more than 1,440 headline tweets were printed on over 840,000 cups.
- The case study reports 2,900 new Twitter followers in the first two weeks and website traffic up 41%.
- By the agency's figures, subscriptions rose 2.8%.
Case study source: Ads of the World Source ↗
Awards
- Cannes Lions 2012Media LionsSilver
Credits
- Creative agency
- Y&R Dubai
- Additional company
- Pixel Plus Media
- Chief Creative Officer, Creative Director and Copywriter, Y&R Dubai
- Shahir Zag
- Creative Director and Art Director, Y&R Dubai
- Joseph Bihag
- Copywriter, Y&R Dubai
- William Mathovani
- Head of Production, Y&R Dubai
- Amin Soltani
- Agency Producer, Y&R Dubai
- Leng Panganiban
- Business Director, Y&R Dubai
- Zaakesh Mulla
- Account Director, Y&R Dubai
- Kandarp Baxi
- Photographer
- Mojtaba Komeili
- Photographer
- Arturo D. Smith
- Editor
- Subash Mishra
