Background

Oporto is a relatively small fast-food chicken chain who are outspent in Australia by McDonald’s, KFC and Hungry Jacks (Australia’s Burger King) by over 100 to 1. This means it’s not always easy to get a place at the top table when competing for saliency amongst our shared audience. Our brief was to be heard above all of our competitor’s advertising noise when launching our new product – Loaded Chips – while being tasked to drive awareness and trial. Adding one incremental trial by 5% of our loyalty app customers would achieve our objective.

Describe the creative idea

Oporto Decoy. We prevented our customers from seeing our competitors’ outdoor advertising by serving them our own loaded chips communication to their mobile, through our Flame Rewards Loyalty app, at the exact moment they walked past one of our rivals’ ads. Meaning the recipient not only saw our tantalising message about our new Loaded Chips, they didn’t see our rivals’ advertising.

Describe the strategy

To hit our business objectives we decided to focus on existing customers who were members of our loyalty rewards program, Flame Rewards. Of which there are 130k. We know that 94% of them prefer to interact with the program on their mobile phones. As the basis of this idea relied on them receiving messaging from Oporto while out and about in close proximity to our competitors’ advertising, using mobile as a platform was imperative. We knew if 5% of our Flame Rewards users received the communication and acted upon it we would meet our objective.

Describe the execution

In order to prevent our customers from seeing our rivals’ outdoor ads, first, we had to determine exactly where they were. We did this by using a publicly available Ubiquity Media report. We then noted the address of each of our rivals’ 152 billboards and hand inputted their geographic coordinates into Bluedot Geoline technology – software attached to Oporto’s existing CRM platform. With the use of some clever code we synchronised this information with the Flames Reward Loyalty app. Then, anyone with the app who walked past one of our rivals outdoor advertising sites, triggered a push notification to their mobile phone -- diverting their attention from their message to ours. Over 100,000 people received the push notification over the course of a week.

List the results

Over 100,000 people received the push notification over the course of a week. 45% visited an Oporto store and purchased the offer. 20% more spent per visit. We exceeded our objective of 1 incremental visit by 8.5% of our Flames Rewards customers by 44%. Over 500% ROI.