Direct > Use of Direct Marketing
RED PEPPER, Ekaterinburg / VATEL / 2012
Overview
Credits
BriefWithProjectedOutcomes
We have taken the most popular and reproduced symbol and the 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 people to exchange their frogs for a chic dinner in Vatel restaurant.
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 the 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 budget for media we provoked free publications for more than €20,000- During the advertising campaign no frog was hurt.
Relevancy
Of course, not one of the invited guests refused to command journalists to communicate with the whole city about this event. 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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