23 May 2014

Ideas Bank: Launch of American Diner-Themed Restaurant

At Don’t Panic London our little minds are always buzzing around and thinking of new ideas, even when we don’t have to. It seems to be an instinct. It’s in our make-up.
So that these brilliant products of mental activity don’t go to waste, we fold them up and deposit them into the Ideas Bank, where we pick a couple out every now and then to show off to you guys.

Client: A new, all-day restaurant with a modern take on the traditional American diner based in Soho, London.

Aim: To increase the restaurant’s brand visibility and drive traffic to the restaurant.

Idea 1: Scented Balloons
To boost awareness and footfall to the restaurant in a fun, interactive and almost magical way, hit squads dressed as waiters and waitresses on roller skates take huge bunches of scented balloons around the neighbourhood of the restaurant.
These waiters and waitresses invite members of the public to pop the balloons. Each balloon contains a different scent (brown = burger, white = ice cream etc). If they can guess the scent correctly they win a free voucher for that item, redeemable at the restaurant which is just around the corner.

Ideas - scented balloons; burger or ice cream?Idea 2: Instagram Instawin
We commission a fantastic piece of all-American food-related artwork created with neon tubing and UV paint.
We mount it on an advertising van and drive it around the restaurant area in the early evening and night time, when people are out and about and the UV light is at its brightest.
The call-to-action is “Tweet or Instagram a picture of this burger with #*restaurantname* and win a free meal!”
When people Tweet a picture, we reply on Twitter with details of how to claim: “Come to *restaurant* at *address* and show us your Tweet to claim! Ts&Cs here: [link with expiry date etc]”

Stunt - new american diner