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Roadster Diner

basics
Industry: Catering industry
Media:Ambient & Interactive
Published:2008
Market:Lebanon
Language:English
Style: Minimalism
descriptioncnen
OBJECTIVE:
On the occasion of Roadster’s 10th anniversary, our objective was to not only drive traffic to the outlets but we also wanted it to be a chance to “give back” & bond / engage with Roadster customers

CHALLENGE:
• Unstable Political situation was discouraging people from going out which was hurting business.
• Generally, low loyalty in category.


Philosophy/Solution


SOLUTION/ INNOVATIVE MEDIA STRATEGY
• We came up with the idea of CREATING AN INTERACTIVE EVENT which encouraged people to dine with Roadster, as well as rewarded both its employees & customers at the same time.
• An event driving customers to dine and engaging them to vote for their best employee @ the 9 branches of Roadster diner (for one month: May 2008)
• Customers who participated were entitled to enter a draw to win a car

CREATIVE EXECUTION
• Campaign consisted of an integrated and diversified media mix:
• Ambient media: cinema branding and car display at entrance
• ATL:
o Interactive AM & PM shows in the #1 radio station (foreign Language) inviting people to dine at Roadster and listeners were prompted to call in and vote for their favourite waiters.
o Live Radio Roadshows from different branches of Roadster Diner
o A 4x3 outdoor campaign was also rolled out to promote the campaign
• A series of BTL contacts were also used to promote the campaign:
o flyers (with delivery orders)
o posters
o draw boxes
o table tents
o placemats
o coupons

Results


• Traffic increased by 20% vs. SPLY (despite the political instability; May 08!!)
• Participation (coupons) exceeded client target by 25% (reaching 120,000)
• An immeasurable excitement & motivation of staff. Activity increased sense of belonging to Roadster of both staff & client
credit
Brand:
Agency:
Creative Director:
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Mena Cristal Festival 2009
Cristal
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