Category D02. Retail - Temporary & Pop-Up Environment & Experience Design
Entrant MILTTON Helsinki, FINLAND
Idea Creation MILTTON Helsinki, FINLAND
Idea Creation 2 AMERICAN EXPRESS Stockholm, SWEDEN
Media Placement MILTTON Helsinki, FINLAND
Production MILTTON Helsinki, FINLAND
Production 2 AMERICAN EXPRESS Stockholm, SWEDEN
Production 3 WOLT Helsinki, FINLAND
Production 4 ESMES DIGITAL Helsinki, FINLAND
Name Company Position
Henri Kunnas Miltton Oy Account Director
Liisa Aalto Miltton Oy Copywriter
Kristiina Äikäs Miltton Oy Client Executive
Heidi Ukkonen Miltton Oy Planner
Hanna Heiskanen Miltton Oy Associate Producer
Tuomas Tofferi Miltton Creative Art Director
Lauri Gran Miltton Creative Copywriter
Sampo Axelsson Miltton Creative Strategist
Fanni Perälä Miltton Creative Graphic Designer
Elina Fredén Miltton Creative Producer
Jesse Auersalo Miltton Creative Head of Design
Hanna-Maria Sjöbring American Express Marketing Manager
Mikaela Kaulbars-Staudinger American Express Marketing Executive
Juhani Mykkänen Wolt Marketing Manager
Vivian Nieminen Wolt Design and implementation
Janne Majaniemi Wolt Design and implementation
Juho Uitti Wolt Design and implementation
Aku Kallonen Wolt Design and implementation
Lotta Wikman Wolt Country Manager
Elias Pietilä Wolt Technical producer
Lauri Andler Wolt Technical production and edits
Valtteri Virtanen Wolt Technical production and edits
Samuel Tervaskanto Wolt Technical production and edits
Tomi Castrén Esmes Website producer

The Campaign

Takeaway food has a wide array of options to choose from, but people, on the other hand, miss out on the sociable aspects of dining while ordering in. Instead of takeaways, we started drafting an idea of a restaurant that would let people order in, while at the same time, letting them meet people at a carefully designed cozy restaurant. It is now easier than ever to open a restaurant, and new technologies offer fresh solutions and opportunities for the food and drink industry. The idea was to continue to employ successful service models – e.g. a transportation service that does not own the cars. Those services are all about freedom of choice. Thus, an idea of a space where customers could order in food from a wide range of restaurants and enjoy it in the company of their friends and family, was born.

Creative Execution

Take In restaurant’s décor and interior design was based on a carefully curated service path that would make the process, all the way from sitting down to dining, as smooth as possible. The spatial design was inspired by international trends and client’s desired color scheme. Take In restaurant included posters with steps on how to order and act in the restaurant. There was also a bar with a Take In logo and small service path cubes made of cardboard for enjoyable waiting and socializing. Digital screens outside the restaurant helped people to navigate their way to the restaurant. Take In staff wore branded t-shirts and aprons. General visuals featured animated food ingredients that were used creatively in all visual elements.

Indication of how successful the outcome was in the market

Take in managed to reach over 400 million people internationally even though the project’s overall budget was only 155,000 euros. The calculated earned media value was, therefore, 20,000,000 euros. The striking numbers prove that the restaurant was something that customers had longed for without really knowing it. American Express, therefore, strengthened its brand image among the target group. Along with enhanced brand image, American Express aspired to acquire new customers from the target group. Therefore, they collected leads to support future customer acquisition during the concept. By doing that the company managed to increase their new customer acquisition numbers by 56% in January 2017 compared to the January numbers of 2016. American Express proved that a restaurant without a kitchen is a fresh step in the development of new service culture where consumers demand more freedom of choice.

As a lifestyle brand, American Express was looking for a project in which their lifestyle status and innovativeness as a company would come to life. In addition, targeted audience was existing American Express cardholders that would remain loyal to the brand along with the new concept launch. A smooth customer experience was at the center of the space and service design. The restaurant premises were turned into a cozy and intuitive space. Much emphasis was placed on skillful staff. Posters and guiding menus were placed in the restaurant for customers’ convenience and digital screens were used to lead customers to the space in the center of Helsinki. Target groups (new and existing customers and general public) were reached mainly through earned media in Finland and abroad. Wolt, a company that offers food delivery services through an app, helped AmEx to provide a smooth service path for the consumers.