The wagamama cinema campaign won a prestigious bronze award at The IPA Effectiveness Awards 2020, as part of the EffWorks Global 2020 conference. A collaboration between wagamama, DCM and the7stars, the campaign centred on the ‘From Bowl to Soul’ messaging, focusing on the story of wagamama promoting brand, not price, to reach new heights in a casual dining crunch.
The IPA Effectiveness Case study stated:
With consumer confidence falling and closures in the casual dining sector, wagamama responded by focusing on brand building over price promotions. It targeted younger diners (‘Urban Butterflies’) with distinctive cinema ads, expanding the approach after a successful test to London, where wagamama earns 45% of its revenue. In 2019, TV was added as a secondary channel. Sales in control outlets near cinemas rose, as did brand metrics and purchase intent. It is estimated that overall the activity delivered 440,000 incremental customers in 2019, with penetration growing among the targeted group. Advertising’s return is calculated at £10.80 per £1 invested.
View more details here.
View DCM's full case study of the campaign here.
View the full list of IPA Effectiveness winners in 2020 here.