Client: Hungry Lion
Product: Double Big Boss Burger and other food
Category: Restaurants, Fast Food, Grocery Stores
Country: South Africa
Hungry Lion is a fried-chicken fast-food franchise with stores across South Africa. Despite a rebrand in which it revamped its menu and re-designed its stores, consumers still perceived Hungry Lion as a cheap, inferior fast-food option compared to competitors. The brand had difficulty gaining traction in a higher-income consumer target.
The campaign’s objective was to engage new consumers in a cross-device innovative engagement that delivered Hungry Lion's new positioning and drove trial of its products among existing and potential customers.
The target audience included consumers aged 18-35, who used desktop computers and mobile devices such as smartphones and tablets. Therefore, the mobile platform needed to be a significant player in the media mix. Hungry Lion's core product, fried chicken, appeals to a wide range of the population, so more specific demographic targeting was not required.
To bring the Hungry Lion brand promise of there being “more to life,” and to showcase the Double Big Boss Burger, an interactive expanding web banner was used. In one ad, the single-layer filet Big Boss Burger was showcased, and the user was prompted to follow the call-to-action to make the burger bigger by using SMS to send a text to the banner's unique code to get the bigger burger for free. Upon sending the SMS, the burger “grew,” adding a second filet, and the banner had to physically expand to accommodate it.
Two further incentives prompted the user to SMS their product preferences and locations, expanding the banner each time to include the additional free coke and free ice cream, respectively. The user was sent coupons to redeem the products in store.
Hungry Lion challenged convention in the web banner space with an innovative, disruptive mechanism mirroring the brand ethos of “more.” The campaign drove trial while bringing the user into the brand's usual method of mobile communication. Using standard SMS functionality was ideal as it represented a low barrier to entry. With smartphone adoption still relatively low in South Africa, the method matched the intended audience well.
This is the first time Hungry Lion executed this type of campaign using a pilot innovation with a new product, new idea and new technology. As the campaign was executed on desktop banners with mobile integrated into the engagement, the budget was essentially split 50/50. Thus, ad placements ran on a news site, with a publisher who could support the technology behind the innovative banner.
The sophistication of the campaign came in solving the problem of matching the users' mobile numbers to the banner and unique code that had loaded on their individual screens.
The pilot was successful, proving that the interactive banner performed better than standard banners and drove consumers in-store for trial of the product. Larger scales of this campaign were able to be executed, and the mechanism could be repurposed within larger campaign frameworks moving forward. Here are further results of the campaign: