This campaign was proposed to Seoul Yummy in order to promote their Army Stew. I was involved in coming up with the big idea, as well as the added perks that I thought would attract both new and returning customers.
By: Megan Beth Simon, Rachel Chan, Jia Hui, Muhammad Yazid and Alfiah Rahman
brief:
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To persuade current customers to buy more of their army stew
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To persuade potential customers to try out their army stew
Interest in Korean food and culture is driven by the popularity of K-Pop
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Army stew is losing its market appeal and its sales have taken a hit
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Customers find that there are too many Korean restaurants in Singapore and it is difficult to differentiate between them
Past Research:
Our BIG Idea
The Blood, Sweat and Tears Campaign
Current:
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20 - 25-year-old young adults
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Adults 35-years-old and above
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Revised:
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18 - 25-year-olds
Target Audience:
Our Big Idea - Expanded
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Spicy level challenge - "Blood, Sweat & Tears" Challenge
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To be carried out via Leaderboard System
Top Prize: Tickets to BTS World Tour: Love Yourself in Singapore
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Added Perks​
Customization of army stew ingredients to be offered
Free flow broth
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Special discounts for students & NSFs
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Allow customers to queue their favourite K-Pop songs, so that they are able to listen to them while dining