Summary
In an effort to create buzz and engagement around Talabat's new feature of earning AVIOS reward points, we conceptualized and executed a campaign titled "Deliveries that take you places." The core idea was to illustrate how Talabat orders could now contribute to memorable journeys around the world, thanks to the collaboration with Qatar Airways.
To bring this idea to life, we developed a captivating video commercial. The video featured a young man who experiences a magical journey right from his doorstep. Each time the doorbell rings, he's dressed in attire representing a unique global destination, corresponding to his latest Talabat order. The commercial unfolds in an enchanting sequence, showcasing four different destinations: Paris, Tokyo, New York, and Doha. Each transformation was seamless and visually striking, capturing the essence of each destination while highlighting the ease and excitement of earning AVIOS points with every order from Talabat.
The "Deliveries that take you places" campaign was a resounding success. Within just three days, the video commercial garnered over 20,000 organic views and was reshared more than 200 times across various social media platforms. The creative approach not only engaged the audience but also effectively communicated the new AVIOS reward feature, enhancing brand loyalty and user engagement.
The collaboration between Talabat Qatar and Qatar Airways, brought to life by the "Deliveries that take you places" campaign, successfully introduced the AVIOS reward points feature to Talabat users. The campaign's creative execution, combined with strategic storytelling, delivered a memorable and engaging message that highlighted the benefits of this new feature, ultimately driving user interest and participation.
This case study showcases the power of creative storytelling and strategic partnerships in achieving campaign goals and engaging audiences effectively.
Solution
Descifer stepped in to distill the essence of Ten Percent into a potent strategy. Our approach began with a swift, insightful study to understand the brand's core and its audience's desires. We brewed a unique hybrid campaign that blended physical allure with social media charisma, all centered around the heartwarming concept of "sharing a cup of love." This wasn’t just about coffee; it was about moments and memories, encapsulated by the gift of a tiny teddy bear with every coffee purchase.
The campaign struck a chord. Drive-by takeout transformed into a flurry of activity, social media buzzed with stories of shared moments, and the café's sales tripled. The simplicity of the concept, combined with the authentic engagement it fostered, turned cups of coffee into shared experiences, drawing people not just to a product, but to a community.
Results
The "cup of love" campaign not only increased Ten Percent's sales by 300% but also significantly boosted its social media presence and foot traffic. It was a testament to the power of a well-crafted, emotionally resonant campaign that aligned perfectly with the brand’s ethos and its audience’s values. Encouraged by this success, Ten Percent is now exploring broader brand strategies and new product lines with Descifer, poised to make even more significant strides in the specialty coffee market.
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