TGI Friday's Promo, Case study UNLIMITED MOJITOS by TBWA\santiago Mangada Puno

Adsarchive » Promo , Case study » TGI Friday's » UNLIMITED MOJITOS

UNLIMITED MOJITOS

Pin to Collection
Add a note
Industry Restaurants, Pubs & Bars
Media Promo & PR, Case study
Market Philippines
Agency TBWA\santiago Mangada Puno
Associate Creative Director Manuel Villafania\melvin Mangada\denise Tee
Executive Creative Director Melvin Mangada
Art Director Nico Zapanta, John Ed De Vera
Copywriter Paolo Salcedo, Rabnel Evangelita
Account Supervisor Katya Gozo
Released December 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: TGI FRIDAY'S
Product/Service: TGI FRIDAYS
Agency: TBWA\SANTIAGO MANGADA PUNO
Associate Creative Director: Denise Tee (TBWA & Santiago Mangada Puno)
Executive Creative Director: Melvin Mangada (TBWA & Santiago Mangada Puno)
Art Director: Nico Zapanta (TBWA & Santiago Mangada Puno)
Creative Director: Manuel Villafania (TBWA & Santiago Mangada Puno)
Print Producer: Dennis Carlos (TBWA & Santiago Mangada Puno)
Copywriter: Paolo Salcedo (TBWA & Santiago Mangada Puno)
Planner: Laveena Pessumal (TBWA & Santiago Mangada Puno)
Copywriter: Rabnel Evangelita (TBWA & Santiago Mangada Puno)
Business Unit Director: Agnes Magallanes (TBWA Tequila Manila)
Associate Creative Director: Denise Tee (TBWA & Santiago Mangada Puno)
Account Manager: Chrissie Reyes (TBWA Tequila Manila)
Art Director: Nico Zapanta (TBWA & Santiago Mangada Puno)
Account Supervisor: Katya Gozo (TBWA Tequila Manila)
Print Producer: Dennis Carlos (TBWA & Santiago Mangada Puno)
Final Artist: Romar Quiroz (TBWA & Santiago Mangada Puno)
Planner: Laveena Pessumal (TBWA & Santiago Mangada Puno)
Art Director: John Ed De Vera (TBWA & Santiago Mangada Puno)
Business Unit Director: Agnes Magallanes (TBWA Tequila Manila)
Account Manager: Chrissie Reyes (TBWA Tequila Manila)
Account Supervisor: Katya Gozo (TBWA Tequila Manila)
Media placement: Ambient - TGI Friday's Restaurant - December 21, 2011

Insights, Strategy & the Idea
The T.G.I. Friday's experience is never complete without a drink. However, T.G.I. Friday's regulars hadn't been hitting the bar as much as they used to. They seemed to be drinking less and dining with their families more.

T.G.I. Friday's needed a return to boisterous, unadulterated fun. What better way to have fun than with unlimited mojitos?

Creative Execution
The best way to tell people about the offer was a mojito sticker that multiplied itself. Strategically placed on mirrors in T.G.I. Friday's bathrooms, it reminded them to drink again. And again. And again.

Results and Effectiveness
By spending a few bucks on well-placed stickers in their own media, T.G.I. Friday's enjoyed a 40% increase in refills from October to December 2011.

The unlimited mojitos, with the help of the stickers, made Friday's like Friday's again.