BACKGROUND
At the vibrant Waterfront Market in Deira – Dubai, Mr. Basel Henna, the owner of Aylla, chose this place to be a serene escape from the bustling mall environment.
Aylla stands apart from other spots in the Waterfront Market by being the only place that offers shisha at high-quality and reasonable prices, and combines breathtaking vistas with delightful drinks, appetizers, and authentic Syriac cuisine.
Aylla stands apart from other spots in the Waterfront Market by being the only place that offers shisha at high-quality and reasonable prices, and combines breathtaking vistas with delightful drinks, appetizers, and authentic Syriac cuisine.
CHALLENGE
Fulfilling our client’s vision to create an exceptional experience within the lively market atmosphere. We had many challenges to deal with:
- Overcoming the perception of inactivity: The restaurant’s long closure had left people unaccustomed to any signs of activity in the area.
- Attracting shoppers from inside the mall to the restaurant.
- Attracting customers from surrounding areas and convincing them to try the high-quality shisha.
- Reflecting the distinctive features and affordability.
- Revitalizing the restaurant and maximizing sales during the World Cup period up to the final ceremony, when full capacity is reached.
STAGES OF WORK
1 Workshop
To ensure a comprehensive understanding of Aylla Cafe’s concept and the vision its owner wanted to convey, we conducted a thorough workshop with the team to dive deep into the restaurant’s essence and identify the key elements that need to be reflected.
To ensure a comprehensive understanding of Aylla Cafe’s concept and the vision its owner wanted to convey, we conducted a thorough workshop with the team to dive deep into the restaurant’s essence and identify the key elements that need to be reflected.
2 Branding
Aylla’s logo design cleverly captures the essence of its name, “Moonlight,” with graceful curves that evoke glimpses of the moon.
The contrasting black and white colors symbolize the interplay between light and darkness, day and night, ensuring Aylla’s availability at all times.
With a simple and friendly form, the logo embodies the welcoming atmosphere and showcases a blend of Eastern and Western influences. At the same time, the golden color adds a touch of elegance to represent the exceptional food quality served at Aylla.
By drawing inspiration from the Syriac culture and the Mardin civilization’s architectural landmarks, we were able to extend Aylla’s enchanting ambiance, diversity, and culinary excellence into every aspect of the brand.
3 Photo Sessions
We created a visual narrative that complements the menu by using photos to highlight the artful presentation, colors, and textures of each dish. We also ensured that we photographed the café during different times of the day to showcase the varying ambiance, from the warm morning light to the cozy evenings, as well as the excitement and energy during the matches. It also shows the inviting seating areas, unique decor, and overall aesthetic.
4 Menu design
For the menu, we carefully crafted the content to precisely describe each dish and bring out its unique flavors and characteristics. We also took great care of the design. Therefore, we adorned the menu with graceful Syriac letters and sketches of famous places in Mardin so that every detail, from the layout to the visuals, captured the spirit of the café.
5 Website and E-menu
Based on the gathered information, our team of web designers and developers created a visually appealing and user-friendly website that reflected the café’s ambiance and brand identity. The website featured high-quality images, an intuitive navigation system, and clear sections for menu categories, special offers, reservations, and contact information.
We also developed an interactive e-menu that allows customers to browse the café’s food and beverage offerings.
6 Marketing Campaigns
1 Planning
Based on the gathered information, our team of web designers and developers created a visually appealing and user-friendly website that reflected the café’s ambiance and brand identity. The website featured high-quality images, an intuitive navigation system, and clear sections for menu categories, special offers, reservations, and contact information.
Opening Ceremony
We passionately organized the event and made it an extraordinary prelude to the World Cup. We achieved this by curating activities and designs, crafting elegant invitations, and collaborating with influencers.
The remarkable presence of influencers, who enthusiastically shared their experience with their followers, created a captivating buzz that extended to mall visitors and made the opening an outstanding success. This collective effort drew attention to the new restaurant and created an unforgettable experience for all involved.
World Cup campaign
The remarkable presence of influencers, who enthusiastically shared their experience with their followers, created a captivating buzz that extended to mall visitors and made the opening an outstanding success. This collective effort drew attention to the new restaurant and created an unforgettable experience for all involved.
In the spirit of the World Cup and in collaboration with the Waterfront Market management, we launched a wave of advertising campaigns. We strategically placed our captivating advertisements on screens and in-print to catch the attention of passersby.
We also went the extra mile by distributing eye-catching cards and brochures that invite and encourage people to visit Aylla and indulge in an unforgettable experience.
In addition, we created engaging social media campaigns to display captivating videos and photos that captured the vibrant atmosphere of Aylla during the matches, the sweet ambiance, and the breathtaking sea views.
We launched exciting digital ad campaigns for Aylla, during the World Cup, to spread awareness and encourage visits to the restaurant. On TikTok – Snapchat – Instagram – Facebook, and Google, using engaging content & keywords that captured the tournament’s lively atmosphere.
| Client Name | Aylla Restaurant & Cafe |
| Used Platforms | TikTok - Snapchat - Instagram - Facebook - Google Maps |
| Campaign Goals | Store Visits / Awareness / Engagements / Messages |
| Ad Types | Single Image/Carousel/Videos |
| CTAs | Send Message/See Place/Get Directions |
| Results | |||
| Impressions | Clicks | Post Engagements | ThruPlays |
| 828,596 | 1,379 | 45,226 | 6,974 |
| Results | |||
| Impressions | 828,596 Clicks | ||
| Clicks | 1,379 | ||
| Post Engagements | 45,226 | ||
| ThruPlays | 6,974 | ||
Our goal was to increase brand awareness and redirect people to Aylla. The campaigns attracted our target audience, generated buzz and boosted foot traffic. The combination of the global event and the viral nature of these platforms proved to be a winning strategy for Aylla.
Turn Your Vision Into Reality! Let Your Brand Flourish!