NOTEPAD by Creative Juice Kuala Lumpur for Nando's

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NOTEPAD

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Industry Restaurants, Pubs & Bars
Media Direct marketing
Market Malaysia
Agency Creative Juice Kuala Lumpur
Executive Creative Director Sa'ad B. Hussein
Creative Director Joseph Anthony
Copywriter Chloe Wang
Photographer Brandon Wong Of Studio Rom
Illustrator Chin Sin May
Released September 2010

Credits & Description

Category: Retail & E-Commerce, including Restaurants
Advertiser: NANDO'S CHICKENLAND
Product/Service: RESTAURANT
Agency: CREATIVE JUICE-SIL
Date of First Appearance: Sep 5 2010
Entrant Company: CREATIVE JUICE-SIL, Kuala Lumpur, MALAYSIA
Executive Creative Director: Sa'ad Hussein (Creative Juice-Sil)
Creative Director: Joseph Anthony (Creative Juice-Sil)
Copywriter: Chloe Wang (Creative Juice-Sil)
Art Director: Chin Sin May (Creative Juice-Sil)
Illustrator: Chin Sin May (Creative Juice-Sil)
Agency Producer: Valerie Chan (Creative Juice-Sil)
Photographer: Brandon Wong (Studio 31)
Media placement: Direct Mail - Nando's Premises - 5 September 2010

Describe the brief/objective of the direct campaign.
Nando's wanted to strengthen their USP (the fiery sensation of the peri-peri sauce), both in-premise as well as out of premise.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We came out with a notepad/flipbook that animates the movement of a fan. The idea was made complete by the breeze produced by flipping the pages. It was an unusual yet playful way of approaching the market whilst at the same time providing loyal customers a keepsake as a token of appreciation.

Explain why the creative execution was relevant to the product or service.
At Nando’s outlets everywhere, patrons habitually fan their mouths after getting a taste of the hot peri-peri sauce. Having this insight in mind, such a notepad/flipbook fits naturally with the expected response of the patrons when they are in need to ‘cool off’ the hot peri-peri sauce. The connection between Nando’s hot peri peri sauce and the need to ‘cool down’ also etches the idea that Nando’s stands for the flaming sensation of the peri-peri sauce.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
These notepads/flipbooks were given complimentary during the holiday season at various Nando's outlets in Malaysia. The notepads became such a hit that it were gone within a few days. It has also successfully acted as a reminder and a tease to get people to come back for more peri-peri action. Nando’s is so pleased with the result that they are now contemplating a series of notepads/flipbooks with different messages as collectible extensions.