Background:

The product was a plastic and cosmetic surgery service. The original brief which was to raise the brand awareness and to make people impressed by the brand’s value: Beauty brings you a better life.

Challenge:

The challenge was to raise the brand awareness in a ‘smart and cost-effective’ way.

Strategy:

Make people experience the benefit of ‘being good-looking’ and feel that ‘beauty really brings a better life’.

Solution:

We create a theme restaurant named ‘Pay-by-Beauty’ where people with pretty face are promised food for free.

Experts from JM Plastic and Cosmetic Hospital play the role of the jury who evaluate customers’ looks according to open professional standards.

The process of the game:

Step 1: Customers are facially scanned with a machine before dining

Step 2: Diners’ scans are scored by the jury

Step 3: 50 most beautiful faces of a day are displayed on the screen

Step 4: 50 winners are stamped on the bill and granted with a free meal

Results:

Free news report from nearly 100 media worldwide

Over 10,000 people visited the restaurant within a month

Over 40 Million Clicks on the news video online

$3.7 Million media value with $ 66,000 total cost, which means 5606% ROI.

‘PR’ Elements of the Campaign:

The campaign contained the creative use of reputation management by the building and preservation of trust and understanding between the product and the consumers. An interesting theme restaurant made people feel and experience how wonderful being good-looking is.

Where: The location of the restaurant was at the most high-end CBD area in the city (at an intersection of 2 main roads).

When: The activity was held on 10th January 2015.

Duration: The activity was held for one month, from 10th January to 9th February 2015. (The CBD area is visited by 500,000 people per day)

Experts from JM Plastic and Cosmetic Hospital play the role of the jury who evaluate customers’ looks according to open professional standards.

Step 1: Customers are facially scanned with a machine before dining

Step 2: Diners’ scans are scored by the jury

Step 3: 50 most beautiful faces of a day are displayed on the screen

Step 4: 50 winners are stamped on the bill and granted with free meal

The campaign ran perfectly according to the original plan.

Deliverability Statistics:

Over 10,000 people visited the restaurant within a month

Over 300,000 people BTL were reached by the message

Over 100,000,000 people ATL were reached by the message

Response Rate: 3%

($ 0.5 Million sales were realized by 313 new customers, while 10,000 people visited the restaurant during the campaign period)

Click Through:

Free news report from nearly 100 media worldwide

Over 40 Million Clicks on the news video online

Sales Cost Per Response: $ 211

(313 new customers were recruited during the campaign period while the total cost was $ 66.000)

Changes in Behavior:

31% of restaurant visitors start to consider plastic surgery as a way of self-improvement

Relationships Built:

Over 10000 potential customers’ personal information were recorded

313 people became new consumers for plastic surgery service

Overall ROI:

5606% ($ 3.7 Million media value with $ 66,000 total cost)