challenge:

Dubai is a very popular travel destination among Kazakhstanis, but it’s mostly visited in spring-winter-autumn period. There is a stereotype that Dubai is not a ‘summer’ destination due to the weather conditions, which is why Action Central Asia & CIS was tasked to bust this myth and push summer period advantages to the target audience.

approach:

Action team organized a campaign in cooperation with CoffeeBoom cafe chain which has more than 30 spots in Kazakhstan. A special dedicated contest was held among the cafe’s guests. The clients must made an order and registered the checks on a specially created landing page. Two winners were chosen randomly and won a trip for two to Dubai.

The project mechanics & announcement:

• Specially created landing page.
• Table tents on each table of the Coffeeboom chain with QR code which led to the landing page.
• Broadcast of Dubai summer campaign video on the TVs in each café.
• Announcement in CoffeeBoom Instagram account.
• Announcement in Aziza Aibadullina Instagram account (local influencer).
• Announcement in 10 major social media communities.
• Announcement on City Radio.