Habib's: STICKER ON COINS

Credits & Description:

Category: Best Use of Ambient Media: Small Scale

Advertiser: HABIB'S

Product/Service: RESTAURANT

Agency: GIOVANNI+DRAFTFCB

Date of First Appearance: Jan 25 2010 12:00AM

Entrant Company: GIOVANNI+DRAFTFCB, Rio de Janeiro, BRAZIL

Creative Director: Adilson Xavier (Giovanni+Draftfcb)

Creative Director: Ricardo John (Giovanni+Draftfcb)

Head of Art: Benjamin Yung Jr. (Giovanni+Draftfcb)

Art Director: Camila Rodrigues (Giovanni+Draftfcb)

Art Director: Benjamin Yung Jr. (Giovanni+Draftfcb)

Copywriter: Ricardo John (Giovanni+Draftfcb)

Executive Producer: Edgar Pasotti (Giovanni+Draftfcb)

Executive Producer: Telmo Ursini (Giovanni+Draftfcb)

Service Director: Mauro Silveira (Giovanni+Draftfcb)

Account Director: Larissa Zucatelli (Giovanni+Draftfcb)

Media placement: Stickers On Coins - Sticker On All 50-Cents And 1-Real Given As Change In All Habib's Outlets - 25/01/2010



Results and Effectiveness

28 million fatayers sold in the first month of the promotion. 42% more than the previous month.
Cashiers reported that an average of one third of the coins with stickers came back into the chain's cash registers. Many of them immediately, which helped increase the average ticket size by 18%.
The Habib's promotion appeared on many blogs, spontaneous videos posted on the Internet, and even newspaper articles.



Creative Execution

All 50-cent and 1-real coins used in the more than 180 Habib's outlets all over Brazil were used as media to publicise the promotional price of Bib' fatayers, together with POP material inspired by the coins. Every coin became a small ad that shows that it is possible to have a delicious snack with very little money, and which encourages every customer that enters an outlet to return for another snack.
A coupon that nobody throws away.



Insights, Strategy & the Idea

Habib’s is a Brazilian fast-food chain specialising in Arab food. Its main competitors are the famous worldwide fast-food chains. Every year, Habib's puts on a promotional campaign where it lowers the price of its main product “The Bib’ fatayer”. But to make up for the low unit price it needs to increase the volume of fatayers sold and consumer fidelity.
But how to compete with the millionaire campaigns of competitors with a much smaller advertising budget?
The solution we came up with was a simple sticker stuck on a coin with a message: You have one Bib’ fatayer in your pocket.