PR > Sectors & Services
RED PEPPER, Ekaterinburg / VATEL / 2012
Overview
Credits
BriefExplanation
Vatel is the main French restaurant in Ekaterinburg (Russia).
The goal is to make French cuisine popular.Target audience:- clients- trendsetters - bloggers- mediaThe strategy is to create a WOM effect for the campaign.We have taken the most popular symbol and main stereotype of French cuisine: a frog.
Live frogs became the invitations.
They were placed into branded cases and delivered personally to restaurant's clients, well-known bloggers and journalists.
We suggested people use the frogs for a chic dinner in Vatel restaurant.
ClientBriefOrObjective
The goal is to make French cuisine popular in Ekaterinburg (Russia).
Execution
We have taken the most popular symbol and main stereotype of French cuisine: a frog. Live frogs became the invitations.They were placed into branded cases and delivered personally to the restaurant's clients, well-known bloggers and journalists.
We suggested people to change frogs for a chic dinner in Vatel restaurant.Of course, none of the invited guests refused to come and journalists communicate to the whole city about this event: because of the live frogs.
We just wrote on the cases: "If you think that this is real French cuisine: you just understand nothing about it."
Outcome
- We have destroyed the myth about the imperfection of French cuisine- We provided all invited guests to the event- With no media budget we provoked free publications for more than €20,000- During the advertising campaign no frog was hurt.
Strategy
The strategy is to activate WOM effect for the campaign.
TheSituation
Russian people traditionally eat a lot. But French cuisine is not popular in Russia. So, one of the best French restaurant Vatel had a problem with how to attract clients.
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