A short run campaign for wagamama, an international Japanese fusion franchise.

1. STANDBY

3. who
are we
talking to?

4. target
We want hungry professionals, couples and
young families, 25-44.

5. demographics
Under 18
18-24
25-44
45-64
65+

6. Meet Evelyn

7. Meet the
Chasers

8. Meet Vince
and Sam

9. key objectives
Drive trial of wagamama
Engage loyal customers

10. strategy
Attention Attendance Trial Loyalty

11. strategy
Pre
Event
Event Launch Analyitcs

12. executions

15. pre-event: reverse graffiti
unique and brand-specific
drive traffic to teaser site

17. pre-event: wraps
Eye-catching color palette
>100,000 impressions/day

19. pre-event: teaser site
Convert OOH interest into attendees
Differentiate between attendees

21. event: venue
the
prudential
courtyard
circulation
of starters
noon-5pm
new
cocktails
21+
high traffic
area
target
demo
lounge
jazz

22. event: dual objectives
Launch loyalty program & new cocktails
Encourage trial and return

23. event: layout and logistics
premiums: 1000 vouchers
"lounge" atmosphere
proximity to Prudential wagamama

24. loyalty program
• Launch loyalty
program in Boston
market
• 1 point for every $2
spent
• 50 points can be
redeemed for an
entree

25. budget
1.) Promotional Event: $15,000
2.) Bus Wraps + Duck Boat Promo: $5,000
3.) Reverse Graffiti: $7,000
4.) Event Website: $2,000
___________________________________
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Total Budget = $29,000 + $6000 Reserve

26. budget
Event
OOH
Guerrilla
Web
Reserve

27. analytics
Proactive CRM Strategy

28. QUESTIONS?