Anour: from walk-by to planned visit

Anour, a café and billiard hall, had everything going for it inside: good espresso, warm rooms, a games hall with pool tables. Regulars loved it. But online it looked like every other café on the street, and people only found it by walking past.

We started with the identity. The new logo turns the U into a cup with steam rising out of it: one mark for both sides of the place, the café and the billiard hall, simple enough for a cup, a sign and a tiny Instagram icon.

Then the content. No stock photos. We filmed what you only get there: the espresso pour, the room in daylight, the pool tables at night. For a café, the ad is a preview of the visit.

The ads only reached people close enough to walk in, and every campaign was judged on what it brought through the door, not on likes. Weak ones were cut fast, and the budget moved to what worked.

The result: a 3.5x return on ad spend, leads 28% cheaper and engagement up 220%. Together with Younes Ifguisse, we also simplified the booking flow, and bookings went up 30%.

What I learned: nobody picks a café for its price. They come because it looks like a place they want to sit in. The more real the content, the cheaper every visit got.