Title | OPORTO DECOY |
Brand | OPORTO |
Product / Service | PORTUGUESE LOADED CHIPS |
Category | E05. Interactive Outdoor Experiences |
Entrant | LEO BURNETT SYDNEY, AUSTRALIA |
Idea Creation | LEO BURNETT SYDNEY, AUSTRALIA |
Name | Company | Position |
---|---|---|
Jason Williams | Leo Burnett | Chief Creative Officer |
Malcom Caldwell | Leo Burnett Sydney | Creative Group Head Writer |
Ian Broekhuizen | Leo Burnett Sydney | Creative Group Art Director |
Adrian Jung | Leo Burnett Sydney | Head of Production |
Sabine Schusser | Leo Burnett Sydney | Group Business Director |
Belinda Drew | Leo Burnett Sydney | Group Business Director |
Alex Barkworth | Leo Burnett Sydney | Business Director |
Laurent McMahon | Leo Burnett Sydney | Business Manager |
Dan Pankraz | Leo Burnett Sydney | Head of Strategy |
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 our rivals’ ads. Meaning the recipient not only saw our tantalising message about our new Loaded Chips, they didn't see our rivals’ advertising.
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. Which 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.