STANDBY
who are we talking to?
target
We want hungry professionals, couples and young families, 25-44.
demographics
Under 18 18-24 25-44 45-64 65+
Meet Evelyn
Meet the Chasers
Meet Vince and Sam
key objectives
Drive trial of wagamama Engage loyal customers
strategy
Attention
Attendance
Trial
Loyalty
strategy
Pre Event
Event
Launch
Analyitcs
executions
pre-event: reverse graffiti
unique and brand-specific drive traffic to teaser site
pre-event: wraps
Eye-catching color palette >100,000 impressions/day
pre-event: teaser site Convert OOH interest into attendees Differentiate between attendees
event: venue the prudential courtyard
noon-5pm
21+
circulation of starters
new cocktails
high traffic area
lounge
target demo
jazz
event: dual objectives
Launch loyalty program & new cocktails Encourage trial and return
event: layout and logistics
premiums: 1000 vouchers "lounge" atmosphere proximity to Prudential wagamama
loyalty program • Launch loyalty program in Boston market 1 point for every $2 spent 50 points can be redeemed for an entree
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budget 1.) Promotional Event: $15,000 2.) Bus Wraps + Duck Boat Promo: $5,000 3.) Reverse Graffiti: $7,000 4.) Event Website: $2,000 ___________________________________ ___ Total Budget = $29,000 + $6000 Reserve
budget
Event OOH Guerrilla Web Reserve
analytics Proactive CRM Strategy
QUESTIONS?