The "You Be the Judge" campaign exemplifies an Integrated approach, seamlessly weaving the narrative across multiple platforms — outdoor, radio, social media, and in-store. Each channel complemented the others, reinforcing the message that real opinions matter more than paid endorsements. This cohesive multi-platform strategy not only amplified the campaign's reach but also ingrained the brand into the cultural fabric, influencing consumer behavior and driving significant business results, embodying the essence of an Integrated campaign.

In the context of Lebanon, the food culture is rich and deeply rooted in communal experiences. Meals are considered a cornerstone of social life and family, where discussions, debates, and judgments about food are commonplace and passionate. This cultural trait underscores the campaign's call to "Be the Judge," resonating with the Lebanese people's love for food and opinion-sharing.

Furthermore, Lebanon has been experiencing economic turmoil, leading to a distrust in paid endorsements and a craving for authenticity. The public's weariness of influencers and advertising is heightened in such times, making Roadster's approach of relying on genuine customer opinions not just culturally relevant but also a necessary pivot.

Also, the Middle Eastern audience, particularly in Lebanon, is highly active on social media with significant youth demographics. They are known for their savvy online engagement and are quick to spot and reject inauthentic marketing. This demographic's endorsement, sharing, and participation in the campaign demonstrates its effectiveness and cultural alignment.

The campaign's timing also leveraged the fact that, despite economic challenges, Lebanese people maintain their love for dining out and celebrating together, especially during periods of festivity. Roadster's campaign tapped into this by positioning their diners as the ideal place for such gatherings, underpinning the campaign's authenticity and resonance with local values of community and shared experiences.

Situation: Roadster Diner, amid a saturated Lebanese fast-food market with global chains and the rise of influencer marketing, sought to stand out while staying true to its brand essence of authenticity and community.

Brief: Create buzz around Roadster's new secret menu, aimed at reinforcing the brand's 'forever young' image and cementing its place as the go-to dining experience for all generations, particularly appealing to millennials and Gen Z.

Objectives: To drive awareness and excitement for the new menu while aligning with Roadster's core values of authenticity and shared experiences. The campaign aimed to leverage social engagement, shifting the influencer paradigm to focus on genuine customer opinions, thus fostering organic interaction and UGC to boost social reach, engagement, and ultimately, commercial success.

The creative idea was to democratize the role of food critics, traditionally held by influencers, and transfer it to the true judges of taste – the people. Under the tagline "You Be the Judge," Roadster Diner's campaign championed authenticity in a market saturated with paid endorsements. It openly acknowledged the once-used strategy of influencer marketing, only to pivot to a bold stance: inviting customers to personally experience and evaluate their new secret menu. This approach not only mocked the superficiality of influencer culture but also celebrated individual opinion and genuine culinary adventure. By encouraging patrons to share their own unfiltered reviews, Roadster positioned itself as a brand confident in its product and in touch with its community, fostering a movement where every diner became an influencer, and their collective voice the most trusted review.

Our strategy pivoted on grassroots authenticity to captivate millennials and Gen Z — demographics characterized by their quest for genuine experiences and distaste for insincere marketing. We harvested data on consumer behavior, noting a fatigue with traditional influencer tactics. Our audience craved realness, which we harnessed by turning every customer into an influencer. Roadster's campaign was tailored for high-impact social platforms where our audience thrives, using humor and relatability to encourage sharing and interaction. The approach was not to tell, but to involve: inviting diners to experience and then broadcast their unscripted verdicts on the new menu. This strategy transformed personal taste into a communal event, perfectly aligning with the social media ethos of connectivity and authenticity, and ingeniously converting each diner's experience into a live, trustable endorsement for the brand.

The execution was a synchronized, multi-channel rollout of the "You Be the Judge" campaign. Implementation began with a pre-launch event on June 26, creating an exclusive tasting experience for influencers and loyal customers, who were encouraged to share their genuine opinions on social platforms. Following this, the campaign went live across various touchpoints, with key visuals and messages disseminated on social media, over 400 OOH placement including in-store branding, billboards, in- mall branding and radio. The placement strategy was inclusive of high-traffic areas and digital spaces frequented by our target demographic to maximize organic reach and engagement. The scale was nationwide, with user-generated content and interactions amplifying the campaign's reach beyond the initial physical and digital placements. The timeline was meticulously planned to maintain momentum, with teasers, events, and user engagement content strategically released to keep the conversation alive and the brand top-of-mind.

Results by Channel from June 28 to July 16:

● Facebook: a 288% increase in reach, 186% increase in visits, and 523% increase in new likes.

● Instagram: a 372% increase in reach, 138% increase in visits, and a 95% increase in followers, ranking first on Instagram in terms of campaign outcomes.

● Twitter: an 800% increase in tweets, 748% increase in tweet impressions, 1,664% increase in profile visits, and a 593% increase in mentions.

● TikTok: a 609% increase in video views, 1,130% increase in profile views, with unique viewers up by 632% and shares up by 8,200%.

Sales Results with Timelines:

● In July, following the campaign, there was a 30% increase in Dine-In covers compared to the previous year, July 2022.

● Delivery orders saw an 81% increase, setting a new record for Roadster, marking the highest numbers ever achieved in the history of the diner.