MYO St Kilda is on the ground floor of an office tower and somewhat recessed from pedestrian traffic. The sandwich board was the perfect medium because it dramatised MYO’s business advantage in an amusing way; it was inexpensive; and it directed lunchtime pedestrian traffic to the outlet. We also recommended a simple offer-based flyer handout, because that would allow us to measure impact more accurately. The sandwich board allowed MYO to distribute the flyers to the passing public in a light-hearted and non-confrontational manner.

The sandwich board’s success was measured by increased store traffic and sales and the redemption of the flyers (with their retail offer). The outlet obtained over 100 new customers who visit at least three times per week, representing a 20% sales increase. Further evidence of its success is that it has been advocated for expanded use within the MYO franchise group.