Brand Experience and Activation > Use of Promo & Activation
RED PEPPER, Ekaterinburg / VATEL / 2012
Overview
Credits
ClientBriefOrObjective
Vatel is the main French restaraunt in Ekaterinburg (Russia).
The goal is to make French cuisine popular.Target audience:- clients- trendsetters - bloggers- mediaThe strategy is to activate WOM effect of campaign.
Effectiveness
- We have dethroned the myth about imperfection of fresh cuisine- We provided the arrival of 100% of 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.
Implementation
We have taken the most popular and reproduced symbol and main stereotype of French cuisine - a frog.
Live frogs became invitations...
They were placed into branded cases and delivered personally to restaurant's clients, well-known bloggers and journalists.
We suggested to people to change their frogs for a chic dinner in Vatel restaurant.
Relevancy
Of course, not one of the invited guests refused to share this event with the whole city. Cause: live frogs.
We just wrote on the cases: 'if you think that this is real French cuisine, you just understand nothing about it'.
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