Taco Bell is the world’s leading Mexican-style quick service franchise. With over 6,500 restaurants, Taco Bell serves more than 36.8 million customers each week! It first launched in Cyprus in 2010 and has 4 restaurants across the island in major cities.
The challenge was three-fold. We had to localise the content by making it relatable to Cypriot culture, establish the Taco Bell restaurant on Themistokli Dervi as the ultimate dine-in destination, and raise awareness around the Taco Bell products. All the while maintaining the brand vision and tagline “Sometimes you gotta Live Más,” which references the feelings of celebrating life and thinking outside the box.
In the spirit of “Live Mas” we knew we needed to think differently and do something incredible. We decided to try something new that had never been done in the local market before. In January 2018, we launched the “Derby at Dervi” video campaign, the first major native content a brand has done in Cyprus.
The plan of action was to create a series of videos that could be used across Social Media channels with a unique concept that would entertain and make the audience laugh. The campaign was built around a series of 4 videos that were promoted through teasers and competitions to get people interested in what we were about to unveil.
In order to express the brand’s core identity we stuck to the humorous side of Living Más. The videos featured 2 well-known personalities that are influential in the entertainment industry. They were shown at the restaurant on Themistokli Dervi, enjoying Taco Bell and telling bad jokes and one-liners to each other, also known as "dad jokes.” They engaged in a “face-off,” trying to make each other laugh. Whenever one of them laughed, a point went to their opponent. Video shooting took place on location.
Our goal was to create excitement, engagement, and an overall buzz around the campaign while continuing to stay true to the idea behind Living Más, or Living More, by expressing fun, humourous, happy feelings.
We managed to achieve a synergy between the products featured, the actors chosen, and the store that we filmed in. This not only showcased the brand in a new way but also enabled us to live up to the challenge of localising the content and promoting the specific location and products we were asked to promote.
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Our Social Media campaign not only included video episodes of D.A.D., but also products and localised content through complimentary or educational posts.
THE CREATIVE APPROACH
Thinking outside the box
Our Creative Department came up with some truly original and engaging designs and animations to use as a teaser leading up to the full production.
MOST SUCCESSFUL VIDEO
The most successful video of the campaign was Episode 2. Panayiotis Kyriakou and Andreas Phylactou stimulated public interest with their face-off! The “derby” between them was successful in spreading this premium content across a large audience.
PREMIUM CONTENT IS KING
Our identified audience (17-24) found our Premium Content highly engaging Video ads within premium editorial perform better than 8 out of 10 online ads on social news feeds, according to new research. Premium content delivers a deep experience with a powerful memory impact. Providing an experience for the viewer, not just another advertisement.
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WHY IT WORKED
We established and maintained a continuous conversation with Taco Bell Fans through localised content as an integral part of our Digital Marketing Strategy. We gained loyalty of our target consumers by understanding and communicating local traditions and sense of humour. Secondly, our campaign reached 7X more people than any other average campaign and we increased our fan page, organically, with over 1k new page followers in under 3 weeks. Finally we proved the local presence of Taco Bell Cyprus and the new hotspot for Nicosia at Themistokli Dervi 4X more average reaction than any other average campaign.