The goal of this campaign is to announce the opening of Vicio's first dine in restaurant in Madrid in a way that generates awareness and engages the customer on their social media. Audience is targeted at three levels: the key public, being customers from Madrid, and secondary public being divided into potential customers from Madrid and the online Vicio community.
The plan of action is divided into two phases: the first one targeting both publics from Madrid, and the second one all of the publics. The strategy to reach these targets is to take advantage of the high level of awareness that Vicio has, as well as their owned channels and the strong online community.
Under the premise to reach the targets in the most precise way, the delivery packaging was chosen as a channel to communicate with the key public, which are people that are already consumers of the brand (aka customers). It kickstarts the campaign alongside out-of-home advertising on bus stops in Madrid to reach potential customers.
The expected outcome of working with these offline channels is to generate user content to feed Vicio's Instagram, as the digital aspect is the main core of the brand. Their most successful campaign is the always on #RandomVICIO, which consists of weekly posts (every Monday) of 10 pictures mostly sent-in by their followers of random Vicio moments, many times involving the packaging, stickers, or really anything related to the brand. Therefore, both the special edition packaging and the OOH ads must be attractive, eye-catching and 'Instagrammable'. It should invite and/or incite online shares, as they will be used to fuel the online leg of the campaign.
Message wise, considering that Vicio is already present in Madrid, but for delivery only, the physical aspect of the new restaurant has to be strategically stressed. Thus, and taking advantadge that the vast majority of the target is highly familiar with the brand and its tagline ('Te damos lo tuyo. A domicilio'), a counterpoint to it will be used. And by being a brand from Barcelona that is conquering Madrid, it's also important to give due relevance to the city and its culture. All points considered, the campaign tagline is: 'Madrid, te damos lo tuyo. En persona.', and cultural traits of the city will be addressed on social media posts.
As to the concept behind the campaign, it is the idea of get to know the customers, that thus far had been "hidden" behind order numbers and Glovo profiles. Additionally, the campaign was idealised to be launched in October 2022, matching the two-year anniversary of Vicio and "gifting" the city of Madrid with the celebration. So gathering this all, and adding an online community that loves the 'postureo' and sharing, the concept of see, be seen and celebrate was developed.
Connecting with the concepts of the campaign, the special packaging that will precede the restaurant opening will start being used on orders two week prior, so that there is time to gather UGC. It will be silver, standing out from the original packaging, with the writings in the brand's usual red. It shall contain the special logo for Madrid-related communications and the campaign tagline, generating anticipation to both the customer the receives it and the one who sees it online once it is shared.
Whereas the bus stop ads will actually be mirrors, about three of them, strategically placed in the city, with the same content of the packaging, except that it will also have the date of the opening. Mirrors by themselves are inviting of selfies, and the hashtag #MadridEsVICIO is the last incentive to share the content online under the hashtag.
The opening will be celebrated with a happy hour, containing soft DJ, Estrella Dams, burgers and, naturally, guests. The idea is that people go after work, especially since there is already a niche of customers that order VICIO at the office for the team - the “fiesta de viernes”. The event will mostly be used to generate content to be posted on social media.
As for Instagram account, all of the pictures gathered from the campaign promotion will be shared under a themed #RandomVICIO on the Monday prior to the opening day, inviting, teasing and engaging the online community.
Additionally, as it is usual of the brand, a post that plays and connects with the citizens from Madrid, addressing inside jokes and cultural aspects of Madrileños will also go up to wrap up the campaign. All of that combined with a creative copywriting following Vicio's tone of voice, obviously.
Further copy suggestions:
“La probabilidad de no enamorarse de nosotros, es la misma de que Madrid sea sede de los Juegos Olímpicos.”
“Competencia de quién llega más rápido a nuestra nueva casa: tú o el rider.”
(For the online content plan, detailed actions and campaign evaluation, please see the full communication plan, available here).
Disclaimer: all of the content related to this campaign was designed by myself, both visual and communication wise, following VICIO's already existing branding. Everything was carried out under an academic project as part of my masters in Communication Management at UPF's Barcelona School of Management and is by no means related to VICIO or its stakeholders whatsoever.
Barcelona, July 2022. All rights reserved.