Wang's Kitchen: WE KNOW WHERE YOU LIVE

Credits & Description:

Category: Best Use of Ambient in a Promotional Campaign

Advertiser: WANG'S KITCHEN

Product/Service: A CHINESE RESTAURANT'S HOME DELIVERY SERVICE

Agency: FINGERPRINTS

Creative Director: Karan Daswani (Fingerprints)

Art Director: Vinayak Vohra (Fingerprints)

Designer: Venkit Kumar (Fingerprints)

Photographer: Kunal Daswani (Fingerprints)

Media placement: Poster - Doors, Walls, Display Boards Etc - 22 October 2011



Describe the objective of the promotion.

The client wanted to increase awareness of their home delivery service as well as increase the number of call-ins. The brief demanded a creative that was clutter-breaking and exciting.



Describe how the promotion developed from concept to implementation.

Wanting to do posters that would engage customers, we used every Chinese chef's favourite accessory - his razor sharp knife. These knives appeared to be flung on the door, along with mysterious messages. When the knife was taken out, customers were in for a surprise - a menu card. The posters were placed outside offices and homes in and around the delivery service area.



Explain why the method of promotion was most relevant to the product or service.

As we were advertising the home delivery service of a restaurant, we wanted to reach potential customers as directly as possible - so we chose doors as our communication site. The posters also included a creative menu card, which was important to enable action from our target audience.



Describe the success of the promotion with both client and consumer including some quantifiable results.

Including a menu card made the posters more effective and functional. The percentage of door deliveries in their day-to-day turnover has gone up from an average 16% to a 38%.