2012 Winners & Shortlists

The Brief

To drive traffic to Nando’s restaurants during lunch hour by telling potential consumers that when their hunger strikes, only a Nando’s chicken meal can satisfy it.

Describe how the promotion developed from concept to implementation

We wanted to visually demonstrate that “empty feeling” everyone gets when they’re hungry. So we decided to have promoters walking around malls looking like they have a see-through hole in their stomach. We did this by attaching a tiny camera to the back of their shirt recording what’s happening behind them and an LED video screen playing it at the front, thus giving the illusion of a see-through stomach, which only Nando’s can fill.

Describe the success of the promotion with both client and consumer including some quantifiable results

During the activation, traffic to participating Nando’s restaurants increased by 15%.

Explain why the method of promotion was most relevant to the product or service

This idea visualized a feeling everyone can relate to in a fun and unexpected way, whilst positioning Nando’s as the solution. Furthermore, it was done when and where it matters the most – in food courts around Nando’s restaurants, at lunchtime. So as people are deciding where to satisfy their hunger, the choice becomes obvious.