10 Restaurants, 10 Days, 10 AED

Ten Kitopi brands each sold a signature dish for ten dirhams on Talabat over ten days in April, carried by a citywide outdoor takeover with Hypermedia across Sheikh Zayed Road bridges, 32 metro stations, mall pavilions and ENOC forecourts under the line 'See, Eat, Repeat'. Creators including Yahya AbouAli fronted the social layer. Kitopi reported over 600,000 meals sold and more than 100,000 new customers, and called it the first time it introduced itself as a brand to the public.

The brief

Dubai diners who order from Kitopi's restaurant brands without knowing the company behind them.

The idea

Ten Kitopi brands sold a best-seller for AED 10 for ten days on Talabat, backed by a Hypermedia outdoor takeover of bridges, metro stations, malls and fuel stations under 'See, Eat, Repeat'.

What to borrow

A one-price trial across a whole portfolio introduces the parent company through its food; Kitopi reports over 100,000 new customers.

Brand	Kitopi
Agency	Hypermedia (outdoor media)
Talent	Yahya AbouAli
Channels	OOH, digital, social
Source	Campaign Middle East