Title | RESTAURANT 1:1 |
Brand | IRMA |
Product/Service | IRMA'S TO-GO |
Category |
B02. Use of Ambient Media: Large Scale |
Entrant
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ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
|
Idea Creation
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ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
|
Credits
Klara Vilshammer |
Robert/Boisen Like-minded |
Creative |
Eva Stehr Ebbensgaard |
Robert/Boisen & Like-minded |
Art Director |
Christoffer Fejerskov Boas |
Robert/Boisen & Like-minded |
Creative |
Mads Nicolai Mardahl |
Robert/Boisen & like-minded |
Art Director |
Eva Stehr Ebbensgaard |
Robert/Boisen & Like-minded |
Creative |
Mads Nicolai Mardahl |
Robert/Boisen & like-minded |
Creative |
Alina Alta |
Robert/Boisen & Like-minded |
Account Manager |
Liva Lisner |
Robert/Boisen & Like-minded |
Account Manager |
Søren Christensen |
Robert/Boisen & Like-minded |
Partner & Strategy Director |
Victor Petri |
Robert/Boisen & Like-minded |
Head of Social & Brand Activation |
Alexander Faxø |
Robert/Boisen & Like-minded |
Activation assistant |
Kennie Ørsted |
ControlAltDelete |
Cameraman and Partner |
Emilie Holm |
Freelance |
Production Designer |
Why is this work relevant for Brand Experience & Activation?
In Copenhagen, 46% of all homes are single-person households. So when Irma, a Copenhagen-based supermarket chain, was launching their new single-person ready-meals, they wanted to prove to their single customers that eating a quality meal is something everyone should be able to enjoy. That’s why we opened the world’s first single-person restaurant, “Restaurant 1:1”: a different and singular restaurant experienced that shed the stigma of dining solo, one meal at a time.
background
The Copenhagen food scene is ever evolving, and the selection of new and exciting restaurants has never been bigger. Unfortunately, going out by yourself in Copenhagen is still quite a taboo. Despite 46% of Copenhagen homes being single-person households, the stigma still persists.
So, when Irma, a Copenhagen-based supermarket chain, was launching their new single-person ready-meals as a way to cater to their single customers, they wanted to shed the stigma, and prove that eating a quality meal is something everyone should be able to enjoy.
Describe the creative idea (20% of vote)
To launch Irma’s new single-person meals and prove that eating a quality meal is something everyone should be able to enjoy, we opened the world’s first single-person restaurant in the heart of Copenhagen - with room for only one guest at a time. We called it ‘Restaurant 1:1’. The menu consisted of Irma’s new single-person ready-meals that was prepared by a chef and served by a waiter to the lone diner.
We collaborated with the online restaurant site Dinner Booking, from where people could book a table, just like they would with any other restaurant in Copenhagen.
Describe the strategy (20% of vote)
Copenhagen is a city of great food and restaurant. Unfortunately, going out by yourself in Copenhagen is still quite a taboo.
Despite 46% of Copenhagen homes being single-person households, the stigma still persists. So, when Irma was launching their new single-person ready-meals, we wanted to do something for the singles of Copenhagen that would shed the stigma and prove that everyone should be able to enjoy restaurant-quality food - at home or out on the town.
That’s why we built a pop-up restaurant in the heart of Copenhagen that only sat one person at a time. This way, we gave people an experience they would normally never get to have (eating out alone), while being able to taste the new single-person ready-meals that Irma was launching.
Describe the execution (30% of vote)
For a full week the small restaurant, in the heart of Copenhagen, catered to the Danes one meal at a time. The menu consisted of Irma’s new single-person ready-meals that was prepared by a gourmet chef and served by a waiter to the lone diner.
We collaborated with the online restaurant site Dinner Booking, from where people could book a table at Restaurant 1:1, just like they would with any other restaurant in Copenhagen. The only difference was that the site only allowed people to book for one person at a time.
List the results (30% of vote)
Restaurant 1:1 was fully booked within 24 hours. During the campaign the sale of the single-person ready-meals raised by 17% and purchase frequency grew 5,5%: The revenue came from new customers as well as existing customers who bought ready-meals more frequently than before.
The campaign was made with almost zero media budget, but still became the talk of the town: we reached 1.3 million Danes (equivalent to the population of Copenhagen). The restaurant was a hot topic in several Danish newspapers, tourist sites, food blogs and was even talked about on national TV in primetime: Friday evening.