OBJECTIVE: Create a campaign for Tai Pei Asian frozen food that covers three objectives: to increase brand awareness, generate trial, and build customer loyalty.
TAKES YOU THERE
CONCEPT: Millennials crave discovery through every place, medium, and technology. Whether it is departing on the adventure of a lifetime, following your favorite influencer’s blog, or savoring a delicious meal inspired by another culture, millennials hunger for new experiences. The Takes You There campaign can harness this spirit of adventure and create a world of cultural discovery around Tai Pei. This multi-platform effort introduces the audience, Culture Cravers, to Tai Pei’s re-imagined recipes through discovery of Asian flavors and culture.
TAI PEI APP
The Tai Pei app creates an engaging discovery experience on a national level that’s unique in the market, leading to repeat purchase. The app entices Culture Cravers’ main interests: discounts, the desire to discover and interactive features.
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Click here to view the app.
CHEGG PARTNERSHIP
What do millennials love more than discount textbooks delivered right to their door? Free stuff and Tai Pei. To Take You There, Tai Pei will partner with Chegg to deliver customers their textbooks in a delicious looking box containing five Pei Day token coupons and reusable chopsticks. This partnership increases brand awareness creating a constant reminder as the box sits in our Culture Craver’s room throughout the rental period. This will be Chegg’s first ever partnership with a food product.
FOOD TRUCK
Tai Pei will become a sponsoring vendor at these festivals. Event-goers will choose a Tai Pei product from the Food Truck menu and will enjoy their meal from a recyclable bowl. Culture Cravers will be encouraged to download the Tai Pei app and scan the code on the bottom of their bowl for five Pei Day tokens. Each meal comes with Tai Pei branded chopsticks and stylized chopsticks holder.
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ELEVATOR DOOR
The signature red door design draws attention to elevators in commercial buildings from the top ten spot markets. Viewers are surprised by a beautiful panorama inside. The panorama view allows Tai Pei to take you there in an unexpected and innovative way. As the doors close, the inner-door design will encourage passengers to “encounter more” unexpected discovery with Tai Pei by downloading the app.
VIRTUAL REALITY PRINT AD
During peak trial months, print advertisements will be placed in Game Informer. These virtual reality promotions can be taken from the magazine and folded into a view-finder to be paired with the ‘Take Me There’ feature of the Tai Pei app. Tai Pei can use this view-finder and to create a new level of immersion. Consumers experience Asian landscapes and monuments, all increasing time spent with the brand and developing a deeper connection to Tai Pei’s story.
BUS SHELTER AD
A bus stop promotion creates an interactive experience featuring the iconic Tai Pei doors. The interactive capabilities of the image work through a sensor. When pedestrians near the bus stop, the red doors will open featuring a captivating Asian landscape. As Culture Cravers make their daily journey, Tai Pei will remind them that their next stop could be a cultural adventure through Asian flavors. These appear in public transit areas in Tai Pei’s spot markets.
