|Title||SAVE YOUR VOICE|
|Product / Service||VIC'S MEAT SAVE YOUR VOICE|
|Category||A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains|
|Entrant||BASHFUL Sydney, AUSTRALIA|
|Idea Creation||BASHFUL Sydney, AUSTRALIA|
|Emil Vrisakis||Bashful||Creative Director|
|Guy Marshall||Bashful||Strategy Director|
|Charlotte Matters||Bashful||Senior Designer|
|Erin Beaupre||Bashful||Senior Copywriter|
The Vic’s Meat Save Your Voice Machine was a toy delivered to direct to the kitchen, lived in the kitchen and stayed in the kitchen. It is a voice box that delivers classic chef’s idioms (made famous by the likes of Gordon Ramsey) with the press of a button. It is designed as an irresistible toy for chefs to use and keep on using in their kitchen and an ongoing reminder that they can save their voice and order online.
The voice box was delivered as a package in each restaurant's daily order. Please see attached materials for more details.
Within three months from launch, Vic’s Meat went from zero orders online to over 44% with no other promotion done beyond the launch of the voice box. By using their own language and some clever direct thinking, we reached an unreachable audience and changed behaviour.
The Vic’s Meat Save Your Voice campaign is an example of how direct media can be used to infiltrate an environment and a customer that can’t be reached in any other way. Our DM piece spoke to chef’s in the place they spend almost all their time, the kitchen, in a playful, interactive way that encouraged them to switch their order over to our online platform. We believe the work perfectly demonstrates the potential of direct to reach and motivate an audience in a way that no other medium can.
Our audience are the incredibly hard to reach community of chefs who spend all their waking hours inside their kitchens and avoid their offices with a passion. They are also an infamously cynical bunch. We needed a medium that achieved two things; Reached them direct in the kitchen and stayed there with them. Played up to their cynicism and dark sense of humour.