The 'Gimme 5' campaign features print, radio and outdoor advertising, along with dining promotions and PR. It has been devised and executed by Dubai-based TMH.
The focal point of the month-long push is five London double-decker buses, which have been decked out in the branding of Chili's. Consumers who spot the buses on the streets of Dubai can enter a competition on radio stations Dubai 92 and Al Arabiya to win 5555 UAE dirhams (US$1500) each week.
The campaign also includes lampposts, newspaper and radio ads and a dedicated English and Arabic language website, chilis-gimme5.ae, where consumers can download Chili's ringtones.
An eat-for-free promotion will see diners who eat in the American-themed diners between 5pm and 7pm pay nothing if their table is picked from a random draw by staff.
The chain, which uses the advertising slogan 'fun, fresh, flavourful' has previously restricted its advertising to newspapers and radio. "It is the first time anywhere in the world for Chili's that they have had so many openings in such a short space of time. Gimme 5 is the celebration of that," said Paul Whitworth, client service director at TMH.
Four of the new restaurants are in Dubai, the other in Ras al Khaimah. Chili's has branches in the UAE, Egypt, Bahrain, Qatar, Saudi Arabia, Oman, Kuwait and Lebanon.