Credits & Description:
Category: Ambient: Transit
Advertiser: REPUBLIC OF CHICKEN
Product/Service: HOME-DELIVERY RESTAURANT
Agency: McCANN WORLDGROUP
Executive Creative Director: Ashish Chakravarty
Creative Director: Rohit Devgun/Kapil Batra
Copywriter: Kapil Batra
Art Director: Rohit Devgun
Account Manager: Bhaskar Preenja
Account Supervisor: Puneet Puri
Advertiser's Supervisor: Deepak Talwar
Photographer: Ajay/Ajit Singh
Other Credits: Manoranjan Mukherjee/Satish
Date of First Appearance: Oct 12 2009 12:00AM
Entrant Company: McCANN WORLDGROUP, Mumbai, INDIA
Description of Ambient execution
Background: Republic of Chicken (ROC), a Quick Service Restaurant specializing in chicken dishes, was registering stagnation in sales. The problem identified was that people preferred dining out to home delivery, especially for chicken. Because by the time the food reached them it was cold and no longer appetizing. And unfortunately, ROC only offered home delivery. To counter this, ROC got double-layered insulated boxes that retain 60 % more heat than normal boxes, which translated into one benefit - hot food delivered at your doorstep.
Brief: Communicate this benefit to consumers in an interesting way.
Solution: We created the Fire Scooter. Existing delivery scooters were modified to create an illusion of fire right below the carry box. When these Fire Scooters, carrying a “delivered hot” message showed up on busy roads and around restaurants frequented by chicken lovers, they became an instant hit. They caught people’s attention and proactive enquires were made about the service. ROC menu cards were also handed over with the order helpline number and a discount coupon.
Results: The order helpline registered a record number of phone calls during the period this activity was carried out. There was a 45% increase in the number of orders placed. Impressively, 57% of these were new customer acquisitions. 47% of the coupons that were distributed got redeemed. What’s more, this unique activity helped ROC in getting press coverage worth millions of rupees which would otherwise have been impossible.
English Translation of Main Headlines
The Outdoor Advert titled FIRE SCOOTER was done by Mccann Worldgroup advertising agency for product: HOME-DELIVERY RESTAURANT (brand: Republic Of Chicken) in India. It was released in the Oct 2009.