Campaign Summary

Bar B Q Plaza is a barbecue restaurant that has built a strong relationship with Thai families over 36 years, boasting numerous fans. We are on the lookout for a fan eager to elevate their status from supporter to a family member. The goal is to strengthen the brand relationship with customers and also generate a buzz on social media.

Idea

Tattoos are a lasting mark. Bar B Q Plaza designs the set of tattoos as a symbol to represent the bond between Bar B Q Plaza and our customers. We challenge our customers to get a tattoo of our brand icon, daring them to express their loyalty. In return, we offer them a forever family discount.

Strategy

Amidst the highly competitive restaurant industry, Bar B Q Plaza needs to regain the attention of our customers by creating delightful and unexpected activations, with the aim of reminding them of the heartwarming times they have experienced with the brand.

Execution

Bar B Q Plaza opened an online recruitment, with over six thousand people registering. However, we selected only 100 individuals to become Bar B Q Plaza's family forever. These chosen individuals got to choose a design that reflects their character, get a tattoo on the event day, and enjoy a lifetime discount.

Result

We had people who filled out over six thousand forms. Additionally, there were 244 million earned media impressions in total. Lastly, there was a 157% increase in sales during the month-long campaign.