Roadster Diner: Roadster Diner

Credits:

OBJECTIVE:
On the occasion of Roadster’s 10th anniversary, our objective was to not only drive traffic to the outlets but we also wanted it to be a chance to “give back” & bond / engage with Roadster customers

CHALLENGE:
• Unstable Political situation was discouraging people from going out which was hurting business.
• Generally, low loyalty in category.


Philosophy/Solution
SOLUTION/ INNOVATIVE MEDIA STRATEGY
• We came up with the idea of CREATING AN INTERACTIVE EVENT which encouraged people to dine with Roadster, as well as rewarded both its employees & customers at the same time.
• An event driving customers to dine and engaging them to vote for their best employee @ the 9 branches of Roadster diner (for one month: May 2008)
• Customers who participated were entitled to enter a draw to win a car

CREATIVE EXECUTION
• Campaign consisted of an integrated and diversified media mix:
• Ambient media: cinema branding and car display at entrance
• ATL:
o Interactive AM & PM shows in the #1 radio station (foreign Language) inviting people to dine at Roadster and listeners were prompted to call in and vote for their favourite waiters.
o Live Radio Roadshows from different branches of Roadster Diner
o A 4x3 outdoor campaign was also rolled out to promote the campaign
• A series of BTL contacts were also used to promote the campaign:
o flyers (with delivery orders)
o posters
o draw boxes
o table tents
o placemats
o coupons

Results
• Traffic increased by 20% vs. SPLY (despite the political instability; May 08!!)
• Participation (coupons) exceeded client target by 25% (reaching 120,000)

• An immeasurable excitement & motivation of staff. Activity increased sense of belonging to Roadster of both staff & client

Title "Roadster Diner"
Agency Initiative
Advertiser Roadster Diner
Brand Name Roadster Diner
Business Sector Restaurants & Fast Food
Date of First Publication 2008
Country of Production Lebanon
Language English
Type Case Study
Length 155 seconds
Awards Mena Cristal Awards, 2009 (Cristal) for Consumer Products


Creative Director: Lina Ali Ahmad