Wimpy Promo, Case study WIMPY BRAILLE BURGER by Metropolitan Republic Johannesburg

Adsarchive » Promo , Case study » Wimpy » WIMPY BRAILLE BURGER


Pin to Collection
Add a note
Industry Fast food
Media Promo & PR, Case study
Market South Africa
Agency Metropolitan Republic Johannesburg
Director Will Collinson
Executive Creative Director Peter Khoury
Creative Director Wesley Phelan
Art Director Dale Mullany Candice Mcleroth
Copywriter Keith Manning
Producer Simone Bosman
Photographer Mike Lewis, Nick Van Reenen
Released October 2011

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: WIMPY
Product/Service: BRAILLE MENU
Executive Creative Officer: Paul Warner (Metropolitanrepublic)
Creative Director: Wesley Phelan (Metropolitanrepublic)
Copywriter: Keith Manning (Metropolitanrepublic)
Art Director: Dale Mullany (Metropolitanrepublic)
Producer: Simone Bosman (Metropolitanrepublic)
Director: Will Collinson (Black Envelope Films)
Photographer: Mike Lewis, Nick Van Reenen (Mike Lewis Photography)
Retoucher: Darren Bell (Metropolitanrepublic)
Executive Creative Director: Peter Khoury (Metropolitanrepublic)
Media placement: Direct Mail - Blind SA Office - 10 October 2011
Media placement: Publicity Stunt - Louis Braille House - 10 October 2011
Media placement: Ambient - Braille Services - 10 October 2011
Media placement: Email - Email - 12 October 2011
Media placement: Viral video - YouTube - 23 October 2011
Media placement: Print - Louis Braille House Publication - 19 October 2011

Insights, Strategy & the Idea
It is very difficult for visually impaired people to live in a world built for sighted people. That is why Wimpy prints braille menus. Our objective was to get the 1,200,000 visually impaired people of South Africa to enjoy a full dinning experience by letting them know that Wimpy offers braille menus in all of their restaurants.

Creative Execution
We knew that using traditional media would not help us reach a large chunk of the visually impaired people living in South Africa. So our creative strategic solution was to get our message passed on by the people who have access to most of the 1,200,000 visually impaired South Africans.

The companies we delivered our Braille Burgers were Blind SA, Louis Braille House and Braille Services. These people keep in contact with South Africa's visually impaired through their braille newsletters and screen reader emails. The screen reader emails helped us reach the numbers that we did. The screen reader software is amazing, it allows visually impaired people to communicate via email. It does this by reading out their emails to them.

Results and Effectiveness
By building just 15 braille burgers our message was passed on to over 800,000 visually impaired South Africans informing them that Wimpy has braille menus in all of restaurants.
In doing this not only did we increase our footfall amongst the visually impaired we also built up our brand affinity amongst all South Africans.