Air Dropping Fries — dropping out of thin air and on a brand new ad-space medium

Brief

Skapto is a small burger chain in Sofia, Bulgaria. Skaptobusa is their drive-in bus. During the summer of 2019, it was parked on an allegedly strategic place to take in orders from the region, which the chain’s other restaurants couldn’t. The problem? In the first 15 days, there were only 15 orders. With a limited budget, we had to find a way to change that.

Idea

In mid-summer people were out and about already, but none seemed to know that there was a Skapto-bus nearby. We looked around and identified Sofia’s largest park, which was just a 5-minute walk away.

We used people’s inattention to attract their attention through their turned on AirDrop accounts on their iPhones.

Banner on the left: You won free fries from Skapto. Follow the location. Take your Android pals as well; Banner on the right: Just passing through to mention you just won free fries from Skapto. Follow the location. Take your Android pals as well.

Execution

This is why we went to the park nearby and used the popular iPhone feature — AirDrop — to give away free fries.

To give them a reason to visit Skaptobusa, we created a digital coupon which we then AirDropped into the phones of everyone in the park. This approach was fully free because ad placements in AirDrop are not really a thing. We simply invented a new ad-space medium

Results

We managed to distribute over 1000 fries coupons. Almost 25% (244) out of all coupons were actually used to redeem free fries at Skaptobusa. That’s not as important as getting people there was the hard part. Once people knew the location of the bus after our campaign the revenue increased trifold

We entered people’s phones with a format usually reserved for close friends’ messages and created a new advertising format. This not only brought value to consumers who were pleasantly surprised with a discount but added sales and an innovative image to an already popular burger brand — Skapto.

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creative director: angel iskrev
junior copywriter: tsvetoslav tsonev — tsuro
client service director: sava ahmakov
graphic designer: radoslav panev
production: pudding

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