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CAN YOU HANDLE THE HEAT
CAN YOU HANDLE THE HEAT
CAN YOU HANDLE THE HEAT
CAN YOU HANDLE THE HEAT
(01)
Project Overview
Famous for their natural hand-cut potato fries, served with the signature toppings, as well as a range of fried and grilled burgers, flavored wings, fried chicken and a seasonal seafood range.
| DETAILS | |
|---|---|
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Type |
Launch |
|
Services |
Campaign, Ideation & concept, Strategy & Activations |
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Contribution |
Creative Director, Concepts, Design & Strategy |
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Agency |
Convex Interactive |
(02)
Challenge
With the new Southern Fried Chicken on the menu, OPTP wanted to beat the competition in the market and be on the top for those who truly love freshly prepared fried chicken. My mission at the agency was to create a unique and drool-worthy campaign targeted at the audience.
(03)
Evolvement
I conducted extensive workshops to explore the depths of the taste buds of the fans. We then invited food critics to review the new Southern Fried Chicken on the menu that revealed it was unique among competitors in its holistic vision to provide taste, value, and experience. These insights helped craft creative solutions that gave the brand the drama it required to engage, compete, and thrive.
Taste trials
Stakeholder Interviews
Strategic Workshops
(04)
Solution
Reimagining a brand requires a strategic, systematic process. The process unfolded across a core set of phases and helped OPTP navigate a brand refresh successfully. I wanted to speak to our Gen Z audience in their language; via some of the fastest-growing digital platforms inspired by the ever so popular local Pakistani cinema dialogue Piece Toh Bara Tight Hai.
The term TYT in Pakistani local culture refers to anything amazing and tempting. The campaign name too was inspired by the youthfulness of the brand and its new product, and thus an abbreviation that rolls off the tongue easily, in order to be catchy, and memorable.
The campaign name TYT: Thrill Your Taste Buds set the foundation for success.
CLIENT TESTIMONIAL
(05)
Campaign Strategy
The OPTP brand strategy was a tool for me to create, communicate, and cement the brand’s most excellent value for the audience. To develop effective branding, I defined what the brand stands for. Why it exists, not just what it is. I do this, so the brand has something valuable to say, not just something to sell. Aligning around this strategic thinking enabled me to make informed creative decisions. Collectively, these decisions would become the magnetic force that draws people to the brand.
(06)
Verbal & Visual Identity
People decide if they want to buy based on how a brand makes them feel. That’s why we couldn’t just lead with typical features and benefits. We designed a dynamic and ownable brand language that is interesting, refreshing, super personal, and full of wit.
This project was extensive as it involved building the campaign’s identity from scratch: from writing the brand story and campaign idea to the packaging, launch creatives, website, communication and more. I also conceived and conceptualized the photoshoot of the end product to be used in the design of the packaging.
Voice Persona
Key Messages
Copy Beats
Campaign Identity
Color and Type System
Graphic Elements
Art Direction
Digital Design
Photography
Packaging Design
(07)
Brand Activation
Using the brand persona as the premise, from strategy to verbal to visual to art direction, I developed comprehensive brand guidelines to arm the brand team with a solid baseline to successfully launch the new product across every communication channel.
Social Media Strategy
Social Media Assets
Website Design Direction
Photography Art Direction
(08)
Impact
Facebook:
Impressions: 25,092,677
Clicks: 175,966
Views: 275,575
In ad set level performance majority of the reach 71%, engagement 62% and views 56% were received from prospecting audience (new audience)
YouTube:
Impression: 3,473,860
Clicks: 16,750
Views: 382,677
Google Display Ads
Impression: 6,153,754
Click: 4,976
In Placement analysis majority of the clicks 7%, and impressions 11% were received from OLX Other top performing partner websites are What mobile, ARY News, GEO TV etc
Pocket
Impression: 210,180
Views Delivered: 235, 099
Local Publishers:
KhaleejTimes, ARY News, ExpressTribune, Express, 24 News, BolNews, Urdupoint, Hamariweb, ProPakistani,OLX