Screening Room Promo, Case study KING KONG by J. Walter Thompson Singapore

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KING KONG

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Industry Fast food outlets & restaurants, Restaurants, Pubs & Bars
Media Promo & PR, Case study
Market Singapore
Agency J. Walter Thompson Singapore
Regional Executive Creative Director Tay Guan Hin
Executive Creative Director Valerie Cheng
Creative Director Parixit Bhattacharya
Art Director Tay Kok Wei
Copywriter Adlin Rosli
Photographer Teo Chai Guan, Teo Studio
Illustrator Ong Gek Hong
Released April 2012

Credits & Description

Category: Best Use of Outdoor
Advertiser: SCREENING ROOM
Product/Service: RESTAURANT
Agency: JWT SINGAPORE
Executive Creative Director: Valerie Cheng (JWT Singapore)
Chief Creative Officer: Jun Fukawa (JWT Singapore)
Regional Executive Creative Director: Tay Guan Hin (JWT Singapore)
Creative Director: Parixit Bhattacharya (JWT Singapore)
Copywriter: Adlin Rosli (JWT Singapore)
Art Director: Tay Kok Wei (JWT Singapore)
Illustrator: Ong Gek Hong (Freelancer)
Digital Imaging: Eve Pong (Freelancer)
Photographer: Teo Chai Guan (Teo Studio)
Senior Project Manager: Jaslyn Choong (JWT Singapore)
Senior Account Manager: Melissa Loo (JWT Singapore)
Media placement: Bus Shelter Posters - Clear Channel - 19 April 2012

Insights, Strategy & the Idea
Screening Room is a place where you can indulge in premium food and enjoy a great movie at the same time. It exists to give its customers a truly one-of-a-kind experience that is entertaining yet sophisticated.

Our objective was to find an aesthetically stunning way to link movies and food together that would demonstrate Screening Room’s unique offering, but done in a stylish and premium yet elegantly smart manner.

Aside from accurately positioning the restaurant, the primary target audience is a challenging one. They are the affluent, young professionals who love to indulge in the best things in life and they have been exposed to most of the culinary wonders in the country but they are always ready to try something new.

So we knew that we had to surprise our audience to get their attention and create enough curiosity for a trial.

Creative Execution
With Screening Room providing an experience that is part cinema and part restaurant, we wanted to dramatise this offering in a unique way. We made real plates, meticulously painted by hand, blending Eastern tableware with famous moments from Western silver screen to create a witty twist.

Then we displayed them in bus-shelter ads to bring the experience closer to the audience with a clear call-to-action for bookings.

Results and Effectiveness
Reservations at Screening Room was up by 150% and various food bloggers featured the plate-installations on their sites generating more free media for the Screening Room.