The Brief

The Hilton Colombo is situated in an uninviting high security zone and needed to attract reluctant patrons to the restaurants. So we came up with a promotion where the average age of your table equals the discount on your bill. The target audience was the Colombo crowed who have an increasing number of restaurants to choose from and no longer consider the Hilton.

Creative Execution

Creating a skin care product aloud us to engage directly with our audience and enter into a dialog about the promotion in a surprising and memorable way. The Design and presentation of our mock product was up market and perfectly in line with the Hilton brand. It aloud us to enter the retail outlets most used by our target audience.

Describe the creative solution to the brief/objective.

The Hilton Colombo was having a promotion at all its restaurant outlets where the average age of your table would equal the discount on your bill. We came up with the idea, THE OLDER YOU ARE THE BETTER. We created a range of skin care products called AVERage that claimed to make you look older, and promoted them at key shopping outlets in Colombo where we knew we would have direct contact with the vast majority of our audience.

Results

As a result of the activities, all Hilton restaurant outlets were completely packed throughout the promotion.