About This Project

The Australian coffeehouse chain was to be launched in the UAE (Abu Dhabi and Dubai), the challenge was that the brand was unknown in the UAE. Only those who lived within Australia knew that there was a coffee culture but it’s not known world-wide. And in this region, unless you were a Starbucks, Tim Horton’s or Costa, it was possible the Coffee Club would be perceived as “just another coffee shop”.

Execution

The idea was derived from our key cultural insight: That in the Arab world, since you do not generally invite friends over to your home, meeting outside is the preferred option.

We leveraged off the ‘eating out, meeting out’ culture, especially among the youth who preferred coffee shops.

Leveraging off their existing tagline of “Where will I meet you?”, we pitched The Coffee Club as ‘a great place to meet’ communicating the idea with a fully integrated campaign.