| Title | THE REAL BLIND DATE |
| Brand | BLINDEKUH |
| Product/Service | RESTAURANT |
| Category |
C01. INTEGRATED CAMPAIGN LED BY PROMO & ACTIVATION |
|
Entrant Company
|
WIRZ/BBDO Zürich, SWITZERLAND
|
|
Advertising Agency
|
WIRZ/BBDO Zürich, SWITZERLAND
|
Credits
| Kurzmeyer Thomas |
Wirz/BBDO |
Creative Director |
| Bark Wolfgang |
Wirz/BBDO |
Copywriter |
| Serrat Raul |
Wirz/BBDO |
Art Director |
| Magnusson Dominique |
Wirz/BBDO |
Art Director |
| Schmid Stefan |
Wirz/BBDO |
Account Director |
| Grollimund Prisca |
Wirz/BBDO |
Account Assistant |
| Erni Angela |
Wirz/BBDO |
Graphic Designer |
| Mattes Valentin |
Wirz/BBDO |
Graphic Designer |
| Lüscher Stephanie |
Wirz/BBDO |
Graphic Designer |
The Brief
The restaurant «Blinde Kuh» in Zurich has an extraordinary gastronomy concept: It features dining in complete darkness. A special experience, that makes you taste, listen and smell more intense while you are dining. But being resident in Zurich over the last 15 years, people know the concept and the «Blinde Kuh» is not fully booked anymore. The «Blinde Kuh» wanted us to shine a new light on their restaurant with a promotional campaign.
Describe how the promotion developed from concept to implementation
In order to get new publicity, we called the «Blinde Kuh» the ideal place for a real blind date! In cooperation with a major private radio station (Radio 24) we developped the dating show «THE REAL BLIND DATE». Daily, more than 350’000 listeners were following the show, looking for eight participants for a real blind date at the restaurant. Out of hundreds of applications we chose our candidates and sent them to their special encounter at the „Blinde Kuh“. There, the couples got to know each other in complete darkness during their dinner. Radio 24 reported live from the restaurant.
Describe the success of the promotion with both client and consumer including some quantifiable results
The dating show „THE REAL BLIND DATE“ was 28 days on air, reaching 9.8 million listeners. As the dating show was developped in cooperation with the major radio station (radio 24), all media with a value of nearly 150.000 Swiss Francs was for free.
After the promotion, the restaurant «Blinde Kuh» was fully booked for five months in advance. Compared to the time before, that equals an increase of daily bookings of more than 34%.
And besides: All four couples that were part of THE REAL BLIND DATE could not wait to see each other in broad daylight.
Explain why the method of promotion was most relevant to the product or service
Usually, people that know each other like families and friends book a table at the «Blinde Kuh». But as they did not appear anymore, we had to create a new target group that profits from the unique gastronomy concept. Zurich is known for its huge percentage of singles. But many dates end before they begin: If the outer appearance is not as expected, there`s no need to talk about personal interests. That`s why we created „THE REAL BLIND DATE“: The show that announces the new place for singles, where talking and getting to know each other come first.