Giraffas: The Goal Screen

 

Client: Giraffas
Category: Restaurants, Fast Food, Grocery Stores
Agency: Mood/TBWA
Country: Brazil
Year: 2014

 

Campaign Summary

Giraffas is one of Brazil's largest fast food chains, but traditionally it has not been known for innovative marketing. Additionally, although it’s been known for its delicious burgers and dishes, the brand faces tough competition from global, powerful chains like Burger King and McDonald's. In 2014, because of the Football World Cup, Brazil was the destination for thousands of tourists from around the world and Giraffas wanted to take the opportunity to stand out and increase its sales. It did so by bringing technological innovation to an unsung medium: the paper used to line restaurant trays. Tray paper became the centerpiece of “The Goal Screen,” a game that integrated the tray paper and each player’s cell phone to create a fun, interactive, in-store experience.

 

Objective and Context

Giraffas’ target is basically anyone looking for a tasty meal for a good price. Its average customers are mostly men, aged 18 to 45, looking for a good value in their meals -- be it during the week, on a fast lunch, or a relaxed burger on weekends. They have their own smartphones, cars, use social networks and are never alone when they go to Giraffas. The goal was to engage this target at the stores, increasing sales as a result.

 

Creative Strategy

A Giraffas study showed that 90 percent of its customers use or play with smartphones while enjoying their food. So the client and agency came up with an idea that took advantage of that behavior: an innovative mobile game that integrated with Giraffas' tray paper and could only be played at its restaurants. The app turned the tray paper into a virtual soccer field and made the screen able to recognize the touch of a paper ball as users flicked it towards the goal, giving a whole new experience to customers and their devices. Customers could challenge each other via Bluetooth and play soccer with their hands using the smartphone as a real goal, making meals much more fun -- and all of this was launched just in time for the World Cup, when Brazil was all about football.

Giraffas' communications and advertising have always been based on humor. Its twin giraffes have been the main characters for the brand in several TV spots and ads, presenting special offers, new dishes and promotions in a fun way; its customers expect a similar experience when going to Giraffas, so to turn tray papers into a game that integrates with their smartphones was a natural way of bringing fun to their meals.

Tray papers are a cheap and small-scale medium that comes with each of the 130,000-plus meals served per day at Giraffas restaurants. To integrate tray papers with customers' smartphones was a smart way to create a new experience and make sure it was easily implemented at all Giraffas restaurants around Brazil without the need for further media investments. Seven million tray papers were printed and could be found anywhere in the country.

The innovative app experience was developed using three technologies present in any regular smartphone: the accelerometer, the front camera and the microphone. The app scans the tray paper and the distance of the "kick," each worth different points. It then tracks the direction of the paper ball and identifies the area of impact, determining a goal, defense, or a miss. Each player had five shots. In multi-player mode, another player could control the goalkeeper by pre-selecting his moves. The app only worked when the smartphone was placed over Giraffas' tray paper, so the experience was exclusive to the chain's restaurants.

 

Results

Besides delicious food with good value, Giraffas had never been associated with innovative experiences, something that a main competitor -- McDonald's -- has been well-known for. "The Goal Screen" gave customers a new, fun reason to eat at Giraffas. Here are complete results:

  • The app had 8,000-plus downloads in the first week. 
  • During the month of May, the chain saw a 13 percent increase in its sales nationwide, with many requests for the game at cashier counters.
  • Many restaurants ran out of tray papers earlier than expected because customers asked for two or more along with their meals just to play the game or even to take it home.
  • "The Goal Screen" was seen as an innovative experience for a fast food chain and became a hot topic on the world's most important technology blogs and websites, with spontaneous mentions in more than 60 different countries.
  • Similar fast food chains in Canada, Saudi Arabia, Japan, China, Hong Kong and South Korea made contact with Giraffas, intending to buy the technology and reproduce the experience for their customers.
  • Giraffas planned a new version of the game for the 2016 Olympic Games in Rio de Janeiro with new sport styles.

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