Brief Explanation

The BBQ smell strongly stimulates our appetite, thus we came up with a way to seal it inside the flyer.

The Brief

The client owns a BBQ restaurant “Onoda Shouten” in Nakameguro, one of the hottest restaurant business battlegrounds in Tokyo. Targeting those who hang out in town, the campaign goal was to stand out and attract potential customers to the restaurant to the greatest extent possible.

How the final design was conceived

The flyer was designed as a charcoal grill in order to seal in the BBQ smell. To add fun elements into the flyer – fun to the extent that makes passersby want to pick it up - , we used a light paper that can be puffed into a paper balloon.

Indication of how successful the outcome was in the market

The campaign created a huge buzz among local consumers for its fancy shape that suits Japanese taste and rarity that seals in BBQ smell. The more people picked up the flyer, the more BBQ smell of the restaurant was spread across town. As a result, the utilization rate has increased by 170% after the campaign launch.