CHALLENGE: Menulog had just launched new global TV campaign, featuring pop superstar Katy Perry during State of Origin Game 1. And… IT HAD BOMBED. People hated it. It was declared “annoying” in mainstream media. To make matters worse, Menulog had media booked to feature it heavily again, just two weeks later in game two… The question was, how could we ever make it up to Origin fans and get them loving Menulog once more?
IDEA: Menulog’s brand position is “delivering joy”. So we decided to deliver SOO fans two things that might bring them some.
- An apology for slamming them with too much Kat Perry, and
- NRL legend Wendell Sailor
In just one a half weeks we ideated, produced and despatched three separate spots showing the much loved big man going about his daily business – reading a book, brushing his teeth and having a well earned snooze. All well in time to air in Game 2.
RESULTS: Not only did we fill Menulog’s already paid in full media spots, our Wendell pivot delivered 23 pieces of earned media coverage with a potential reach of 15M. It also won the brand $1M in extra media budget as the winner of Channel Nine’s State of Originality competition for the best ad to air during State of Origin. Not only that but we turned some seriously negative social media sentiment around achieving 90% positive to neutral sentiment in earned and social media commentary.
