Bar B Q Plaza / ThailandPromo · PR Stunts · Creative Commerce
Sad Kama-Chan.
Thai restaurant chain Bar B Q Plaza swapped its smiling mascot for a sad one on a limited meal set, and fans came back to cheer him up.
- Brand
- Bar B Q Plaza
- Agency
- Grey Thailand
- Market
- Thailand
- Region
- Global
The challenge
Sales were slipping as loyal diners stopped visiting.
The idea
Without explanation, the chain served a set featuring a frowning Kama-Chan. Diners posted it on social, calls to bring back his smile spread, and the brand promised the smile would return once sales targets were hit.
Results
- More than 200,000 online mentions in one night
Case study source: Activation Ideas Source ↗
