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.

Creative Execution

Workers who take the bicycle to the station inevitably ride it back home after work. We put the flyers into the bicycle basket around the time many workers return from work – the hours they are hungry. We positioned the basket as a BBQ grill and turn it into a medium for this campaign.

Describe the creative solution to the brief/objective.

We paid our attention to a large number of bicycles parked in front of train stations – thus chose the bicycle basket as our new medium. A bicycle basket can look like a BBQ grill, which is where we left our ad – shaped and designed like a real BBQ meat- to stimulate consumer appetite, especially since they find the ad on their way home from work. Rare meat on one side, grilled on the other – selling the true BBQ sizzle to local consumers.

Results

The utilization rate has increased by 150% since the campaign launch.