Sushi King: The Greatest Running Sushi In Town

Credits:

Advertising Agency: FCB RETAIL, Vienna, AUSTRIA
Date Of 1st Implementation: 01/01/2006

Erich Falkner FCB Retail Creative Director
Andreas Gesierich FCB Retail Art Director
Petra Penner FCB Retail Account Management
Gerold Kubitschek Art for Art Sushi Design
Daniel Senitschnig FCB Retail Graphic Design

Our goal was to call attention to the excellent ‘Running Sushi’ restaurant ‘Sushi King’ in the City of Salzburg, especially among tourists from Asia who came to visit Salzburg on occasion of the ‘Mozart-Year’ 2006.
The basic idea was to make tourists aware of the restaurant immediately after having arrived at the Salzburg airport. Oversized sushis were placed on ultra large plates on the luggage conveyor belt in the arrival hall.
While waiting for their luggage, the tourists’ attention was attracted to a moving sushi bearing the message “Greatest Running Sushi in Town”. Interested tourists were able to take the restaurant’s business cards from the plates as they passed by.
The campaign caused a sensation and a number of local press media reported on it. This media coverage also resulted in increased awareness of Salzburg’s inhabitants.
The sushis were placed on the conveyor belt of the Salzburg airport for two months which resulted in an 18% increase of the restaurant’s sales volume. Within only a few days, the total costs of €850 for the entire campaign was compensated by the increase in turnover!