| Title | DELICILENS |
| Brand | GÜNAYDIN STEAKHOUSE |
| Product/Service | SPECIAL STEAK |
| Category |
A04. Use of Merchandising/in-Store Experience |
|
Entrant Company
|
McCANN ISTANBUL, TURKEY
|
|
Advertising Agency
|
McCANN ISTANBUL, TURKEY
|
Credits
| Ugur Cakir |
Mccann Istanbul |
Chief Creative Officer - Managing Partner |
| Kaan Ayce |
Mccann Istanbul |
Chief Innovation Officer |
| Serdar Bilginer |
Mccann Istanbul |
Art Director |
| Kerem Ceteci |
Mccann Istanbul |
Copywriter |
| Deniz Agah |
Mccann Istanbul |
Copywriter |
| Elvan Deniz |
Mccann Istanbul |
Art Director |
| Hare Lilya Ganic |
Mccann Istanbul |
Account Executive |
| Caglar Ciftpinar |
Mccann Istanbul |
Project Manager |
The Brief
Especially in fine dining category, Instagram pictures can make or break a restaurant. People tend to check out the photos from a restaurant before making their decision and when they are in the restaurant "Instagram value" of the meals is as important as the taste itself. So we wanted to find a way that improves the quality of the customers Instagram experience while they are dining and at the same time increase the number of high-quality Instagram pictures from Gunayd?n Steakhouse. And while doing this, we didn't want to interfere with customers' enjoyment of the meal.
Campaign Success
After we designed our special steak dish that comes with its own iphone lenses, a quick guide and unique serving board, we seeded a digital video that not only explains the promotion but also shows the deliciousness of Gunaydin's steaks. At the end of the video, we invited people to Gunayd?n Steakhouse to experience this by themselves. We support our message with instore materials like table signs and waiters uniforms. We drive the exitement by offering them the serving board and the lenses that came with the meal.
Describe the success of the promotion with both client and consumer including some quantifiable results
During the promotion, number of reservations were doubled. Günayd?n Steakhouse sales rose by %33 percent Average amount of tips was increased by %27 percent The number of pictures shared inside of the restaurant grew by %62 percent Positive reviews of Gunayd?n Steakhouse on social media is tripled
Explain why the method of promotion was most relevant to the product or service
With the rise of Instagram and foodie trend, taking photos of your meal has become an indispensable part of the dining experience. Gunayd?n Steakhouse is renown for their exceptional quality in every step of their culinary experience and wanted to take that part of their experience to the next level. This is why we created a brand new steak dish that comes with its own iPhone lens set, a quick how to guide and a special serving board.