AdConnection

wagamama

The Brief

Over the summer months, wagamama have historically looked to encourage their noodle mad customers into the restaurants via a series of promotions and vouchers that have usually run in relevant local press titles. For the summer of '08, AdConnection were challenged to come up with a solution which would not only increase footfall to the restaurants but increase engagement with the brand and in turn membership sign ups at www.wagamama.com

The Solution

Identifying online as a key medium to drive memberships, AdConnection implemented a wide ranging and innovative advertising campaign across a range of digital formats and sites encouraging users to sign up to become members in exchange for access to a six week bonanza of giveaways, vouchers and other members exclusives via the members area of the site.

Directly connected to this, wagamama became the first brand in the U.K to utilise Multimaps brand new geo-targeting display advertising opportunities, serving users interactive ads based on proximity to their nearest wagamama - the ads delivered relevant and beneficial restaurant information based on the search prompted by the user.

The Results

The first week of the Summer Slurpin' campaign saw an overwhelming response and a dramatic upturn in membership sign ups, breaking all previous records and allowing the client a huge increase in data capture. In addition to this, the multimap campaign was picked up on by Brand Republic, NMA and a number of media blog sites impressed with the innovation and targeting involved - proving wagamama to be, again, ahead of the curve.