The Brief

Republic of Chicken (ROC), a specialist in chicken dishes was registering stagnant sales. Reason, for chicken dishes people prefer going out instead of home delivery. Because by the time the food reached them it was cold and no longer appetizing. And unfortunately, ROC offers home delivery only. To counter this, ROC got double layered insulated boxes that retain 60 % more heat than the normal ones. The campaign aimed to make the consumers aware that with ROC it’s possible to have hot, great tasting chicken in the comfort of their homes. Also, provide ROC an opportunity to engage consumers so that they could know more about the food and the experience ROC offers. And thereby induce trails.

Creative Execution

Since the benefit of these double layered insulated boxes is hot food, what better way to demonstrate this than by putting up a fire right below the food carrier so that it looks as if the food is getting heated up on the way. Also, the mobility factor allowed us to place the Fire Scooters at strategic locations, e.g. near the restaurants frequented by chicken lovers. So, the next time they want to have chicken, ROC tops their consideration list. In addition to being unique, the execution also managed to take care of the apprehension people had regarding home delivered food because of which ROC’s sales were suffering.

Describe the creative solution to the brief/objective.

To communicate the benefit of these double layered insulated boxes, we modified the delivery vehicles slightly. An illusion of fire was created right below the box. And when these Fire Scooters showed up on the busy roads and around the restaurants frequented by chicken lovers carrying the “delivered hot” message, they immediately caught attention. People were keen to know more and they were promptly handed over ROC menu cards which had the order helpline number and a discount coupon. As a result, ROC saw many new customers placing orders with ROC and an also an increase in the frequency of orders from the existing lot.

Results

The order helpline registered a record number of phone calls. A 45% increase in the number of orders placed during the month this activity was carried out. And 33% of these were from people who had never ordered from ROC before. 47% of the coupons that were distributed got redeemed. What’s more, this unique activity helped ROC in getting press coverage worth lakhs of rupees which otherwise would have been impossible. The impact of the campaign is strengthened further when one looks at the money spent in executing it, which seems quite miniscule when compared to the returns.