2012 was all about rewarding the loyal Nando’s fans. So Nando’s developed its event proposition ‘Nando’s GigNics’, creating three FREE mini-festivals across the UK in London, Glasgow and Leeds. PrettyGreen's challenge was to communicate the generous spirit of Nando’s, drive ticket registration and using our existing influencer programme to secure a fantastic line up and generate national coverage.
Any potential pitfalls you needed to take into account?
The role of activation was for PR, not just experience. We needed to ensure that we secured reach over and above attendees.
OK, and what was your grand plan to tackle this?
Together with Nando’s we created local campaigns for national coverage securing local radio partners in each region and promoting through local Nando’s restaurants. We secured and negotiated a three-part series with Channel 4 to guarantee national exposure. We then harnessed the celebrity fans of Nando’s to secure performance and attendance to drive national coverage.
What outcome did all this have on your Nando’s business?
PrettyGreen secured an impressive spread of coverage across Nando’s core target media – a total of over 130 pieces of coverage and a reach of over 567,766,792 fans were rewarded, and the brand enhanced its image of being generous and inclusive.
Any gems of wisdom you learned from working on this?
Layering the campaign with a TV partnership, radio partnerships as well as celebrity amplification ensured guaranteed delivery of message.