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"London Restaurants" advertising campaign

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on 29 December 2013

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Transcript of "London Restaurants" advertising campaign

"Le Frenchy" advertising campaign
Our targets :
Our objectives:
We decided to differentiate our two targets, because we want to make the customer feels that we are ready to do anything to satisfy him. Hence the adaptation of offers at each target. The hidden aim therefore is to retain more customers, and to assert our french marketing's identity.
How shall we do it?
A campaign BUT two targets
The "SQL" description
The global atmosphere and decoration

We opted for a purely French decoration including a miniature Eiffel Tower in each restaurant, and small flags contained in uniforms and menus.
We also thought about a french background music (Jacques Brel, Edith Piaf ..)
And obviously typical dishes and desserts as the "Hachis parmentier", "magret de canard" , "macarons" and so on.

Our targets
Why have we chose
them?
Businessmen
Headquartred in London's business heart espacially and in some places of interest also, the group is pretty sure to make the major part of its sales with professionals, whose desire is to eat properly, fast and not so expensive.
Families and students
During the weekend, when professionals don't work, it is for families who like the French cook to benefit from the group offers, and to ensure the activity's perenity for weekend and holidays.
The concept :
Because, they can't guarantee their profitability, we decided to redirect "Le frenchy" chain's theme to a french concept through which customers can eat and travel with a budget ranging between 15£ and 20£
The "SQL" power
S for Speed
Q for Quality
L for Low prices
Businessmen
Caracteristics
Professionals who don't have time to eat at home and who care about quality
Our offer
Every day's food thought by french chefs, with a budget ranging between 15£ and 20£ using alternatively seasonal food.
Ways
Flyers and billboard, hoarding: In business districts and public transports
Free magazines and newspapers
Professional channels (BFM, Bloomberg, CNN)
Days
From Monday to Friday
Hours
From 06:00 am to 08:00 am
And from 08:00 pm to 00:00 am
Low-middle class
Members
Families and students who want to eat french without paying to much
Our offer
Every day's food thought by french chefs, with a budget ranging between 15£ and 20£ using alternatively seasonal food.
Ways
Common TV channels: BBC, Channel 5, London Weekend Television
Radio spots
Flyers and billboard, hoarding: In public transports
Free magazines and newspapers

Days
Everyday
Hours
From 06:00 pm to 10:00 pm

Adapted
promotion

After the second order placing in one of our restaurants, the third meal is offered

Adapted
promotion

After the fifth order placing in one of our restaurants, the sixth meal is offered
The campaign will last at least 6 months considering the "Frenchy" offer's adaptation to season's products (fruits, vegetables), and considering all the changes that we want to make in customers minds.
To make it funny ...
To not stay in a very rigid and professional atmosphere, we decided to create an animation that consists of a weekly draw.
The idea is that each client will mention his name and number on a piece of paper that he will slip into a ballot box. The winner will then receive a free menu as a gift.

Families and students
During the weekend when professionals don't work, it is for families who like the french cook to benefit from the group's offers and to ensure the activity's perenity for weekends and holidays
Full transcript