Gulf News in the United Arab Emirates partnered with Tim Hortons to create the Headline cup sleeve, in a direct marketing campaign connecting Twitter and coffee. When Tim Hortons customers received a cup of coffee, they also received the headline of the hour, printed using a special printer that pulled out tweets from the Twitter account of Gulf News. It allowed Gulf News to be the first throughout the day to deliver breaking news to potential subscribers and make a meaningful connection with them. The campaign won more than 2,400 new Gulf News Twitter followers within the first two weeks of the campaign launch in February. Traffic on the Gulf News website grew by 37%. The campaign won the Direct Grand Prix at the Dubai Lynx Awards held this week, along with Gold in Direct, Promo and Activation categories, and bronze for Outdoor.
The Headline News Cup Sleeve campaign was developed at Y&R Dubai, United Arab Emirates, by chief creative officer Shahir Zag, creative director/art director Joseph Bihag, copywriter William Mathovani, head of production Amin Soltani, producer Leng Panganiban, business director Zaakesh Mulla and Kandarp Baxi, post production supervisor Subash Mishra, working with Gulf News executive director Duleep George, promotion manager Naheed Patel and Tim Hortons chairman Nilesh Ved. The sleeve technology was developed at Pixel Plus Media.
Photographers were Mojtaba Komeili and Pankaj Sharma.