Posted by: Posterscope SA | April 18, 2011

How to make magic with a g-string budget

In Chennai, India, there is a well-known food joint called Eatalica. Eatalica’s speciality is their Juicy Burger. Eatalica knew they had a good product, but the question was not just how to market it, but how to market it with a limited budget?

Eatalica approached 1Pointsize Ad Agency in Chennai seeing that at 1Pointsize they believe that everyone who is a part of the ideation process is an artist, where they practise the art of “sculpting brands” and “crafting ideas”. 1Pointsize believe that they can “weave magic with g-string budgets for fighter brands.” (Source: 1pointsize website)

1Pointsize decided to enhance witty print ads with ambient- guerrilla advertising. They made use of already exiting Eatalica backlit signboards and place “Caution Wet Floor” boards underneath the boards with copy reading: “Ogling at the burger may involuntarily cause drooling which may in turn lead to a wet floor. Issued for your safety by the management of Eatalica burger”.

1Pointsize decided to take this theme further by devising a direct mailer wherein a sample of the Juicy Burger and a ‘just-in-case’ package were delivered to a selected target market. The package had a complimentary stain remover sachet in it, with copy reading: “Now nothing can stop you from indulging on our juicy burger. No, not even the stains.”

The result? According to Guerilla Promo’s surprised customer’s called back and had a good laugh. Word of Mouth allowed for the message to be quickly spread. Successively, walk-ins doubled the following week.

(Source: http://www.guerrillapromos.com/2008/04/eatalica-just-in-case.html)

This campaign has shown that creativity doesn’t have to be smothered by a small budget, on the contrary, it can sometimes lead to unleash greater innovation and imagination.

This match between client and advertising agency has proven to have been a truly magical one.

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