In a highly competitive 18–35-year-old market, wagamama recognised the need to stay fresh and relevant amongst its target audience. ‘Bowl To Soul’ was the centrepiece of wagamama’s biggest above the line advertising campaign to date, aiming to build brand loyalty amongst its target audience, giving them a strong reason to eat wagamama over competitors.
Plan
Wagamama launched the ‘Bowl To Soul’ creative in DCM cinemas, ensuring its first AV advert was watched in the most engaging, immersive environment. In an effort to drive footfall alongside brand impact, wagamama used DCM’s Cinemapper tool to locate cinemas in close proximity to its restaurants. The ‘Bowl To Soul’ brand film ran in a total of 97 DCM cinemas across eight key cities identified by wagamama for this first campaign.
Results
Launching the ‘Bowl To Soul’ campaign in cinemas was a huge success for wagamama; seeing uplifts across a range of campaign metrics.
+54%
more likely to consider eating at wagamama vs. pre-campaign levels
+12%
increase in like-for-like turnover across the 11-week period, with cinema as the primary media channel
£10.80
ROI delivered for every £1 invested
+17%
uplift in perceptions that wagamama 'is a cool brand'
+14%
uplift in perceptions that wagamama 'is a Japanese brand'
+21%
uplift in perceptions that wagamama 'makes you feel good'
