The "Headline News" Cup Sleeve

Agency Network: 
May 2012
Gulf News:  The "Headline News" Cup Sleeve
Gulf News Direct Ad -  The "Headline News" Cup Sleeve


Brief: Gulf News, the UAE’s leading English daily newspaper, wanted to reach even more readers and convert them into subscribers. Our target was to gain 1.5% more subscribers, help promote their twitter channel and increase traffic to the Gulf News website by at least 25%.

Strategy: Consumption habit suggests that people read newspapers while having their morning cup of coffee. Tim Hortons is one of our clients in the UAE and they serve 35-50,000 coffees per month, per outlet. Realising its untapped potential, we decided to create a campaign around them to meet our target.

Idea: Since fresh news goes well with fresh coffee, we adapted the coffee cup sleeve of Tim Hortons, a global coffee chain, into an advertising medium and we created The ‘Headline News’ Cup Sleeve. Every cup. Every hour. Every day. When Tim Hortons customers received a cup of coffee, they also received the headline news of the hour, printed using a special printer that pulled out tweets from the Gulf News Twitter account. The short URL and QR code on the sleeve then directed them to the Gulf News website where they could read the full story.

first throughout the day to deliver breaking news to potential subscribers and make a meaningful connection with them.

• Until now, over 1,440 headline tweets have been printed on more than 840,000 coffee cups.
• More than 2,900 new Gulf News Twitter followers in the first two weeks of the campaign launch.
• The traffic on the Gulf News website grew by 41%.
• Subscription’s up by 2.8% so far.
• We’re rolling out this project in Tim Hortons outlets across the UAE and in 14 new outlets soon to be opened.

Direct advertisement created by Y&R, United Arab Emirates for Gulf News, within the category: Media.

Case video:
Relevance: Timing is everything. So we interacted with our readers when they normally read the newspaper — when they enjoy their freshly brewed coffee. The ‘Headline News’ Cup Sleeve allowed us to be the
Advertising Agency:">Y&R, Dubai, UAE
Chief Creative Officer: Shahir Zag
Creative Director / Copywriter: Shahir Zag
Creative Director / Art Director: Joseph Bihag
Copywriter: William Mathovani
Head of Production: Amin Soltani
Agency Producer: Leng Panganiban
Business Director: Zaakesh Mulla
Account Director: Kandarp Baxi
Technical Developer: Pixel Plus Media
Photographers: Mojtaba Komeili, Arturo D. Smith
Editor: Subash Mishra
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Highest Rated

cwriter79's picture

Nice one! Great value for the coffee chain, the news outlet and the consumer. Well done.

Activity Score 956
Copywriter at Cargo, LLC.
Sacrilegend's picture


Activity Score 3394
dearturki's picture

very nice, so real.

Activity Score 311
stickynotes's picture

great use of media, nice thinking!

Activity Score 1094
kleenex's picture

great idea. The idea worked for the website, but I think wanted more subscriber growth though out of this.

Activity Score 58777
Web Designer/Developer
cwriter79's picture

Nice one! Great value for the coffee chain, the news outlet and the consumer. Well done.

Activity Score 956
Copywriter at Cargo, LLC.
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