Sukkubai – Wall Poster Campaign

Problem/Brief:
Sukkubai Biriyani, a beloved traditional brand in Chennai, faced a significant challenge with low walk-in rates at some of their branches, despite strong online sales through digital performance marketing. The objective was to boost physical footfall in the restaurants, particularly on Christmas Day and New Year’s Day, leveraging a cost-effective and impactful strategy.

Idea:
The core idea was to revive the nostalgic and highly effective traditional advertising method of wall posters. This approach, popular some years ago, was chosen to create a strong visual presence and local awareness. The vibrant and culturally resonant wall posters were designed to catch the eye and draw in customers, evoking a sense of familiarity and trust in the brand.

Execution:
The campaign was executed by placing a massive number of wall posters across key locations around Chennai near Sukkubai’s restaurants. The design featured cheerful, colorful imagery and text celebrating the festive season and inviting customers to dine at Sukkubai Biriyani. The posters went live just before Christmas, ensuring maximum visibility during the high-traffic period. This traditional approach was cost-effective, utilizing only 10% of the digital performance marketing budget.

Solution:
The results were extraordinary. On Christmas Day, the walk-in rate skyrocketed by 220%, far surpassing expectations. The campaign not only increased foot traffic but also reconnected the brand with its local audience through a nostalgic and engaging medium. The client was extremely pleased with the outcome, as the campaign demonstrated the power of traditional advertising methods in the digital age.

Brand Partner: Blaksno