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Strategy

Our brief was to develop and execute the creative strategy for a new restaurant concept in the competitive suburbs of North London. With a train station, Indian food, local community and creativity at the core of the business we were set our challenge. We wanted to leverage Facebook, video and comedy at the heart of our strategy to bond a local, affluent, digital friendly audience and engage them from the start. We developed the core digital and social assets and set out a content plan to make people smile and organically build the community.

Execution

We developed and produced the idea of short comedy video clips for Facebook as a way to communicate the venue; it’s food and its character. We asked the audience help us choose our characters and had huge engagement from the community. We manage the channels, target marketing, develop creative kids activity sheets and are developing new techniques to build and engage the online community. Watch this space for ‘Check in for Chai’ and Facebook Live streaming! Keeping th community happy, informed and involved.

Results

You can see the community building here on Facebook. https://www.facebook.com/theBombayCentral/ and the website here http://www.thebombaycentral.com

The use of video as the key mechanic is a pioneering step in the new restaurant marketing industry.

In the first 8 weeks of business we have engaged 10,000’s of people organically and our work has been one part of the reason that the place is packed out.

We love this job, we know that the location, management team and excellent food are key but feel proud of the creativity we bring to the kitchen table 🙂