KUDU Re-launching

KUDU RE-launching

Brief Recap

Objective: Re-launch & Revitalize Kudu brand image

Challenge: Kudu is perceived as a fast food restaurant

Truth: Kudu offers food fast, but fresh.

Answer: Kudu is a category of one.

Target Audience

Primary: Saudi young guys, 16-25 Y.O., outgoing, social, fun seekers. Always looking for pleasant times but very conservative when it comes to what they eat. While they are out for activity with peers, they look for healthy options and don’t want to substitute home made food for junk.

Secondary: All health conscious people in KSA, M&F, 25 and above, who have to or occasionally like to eat out of home.

Solutions

Direction Rationale

Kudu is somewhere between a fast food place (convenience, speed), and Subway or Quiznos (freshness, direct preparation).

No other restaurant can claim the same. Add to that Kudu restaurants could provide a more cozy ambience, cleaner place and quieter atmosphere.

Kudu could be the only one of its kind, a category of one

kudu has no second.

Strategy

We’ll set Kudu to be the social advocate, and touch the people deepest little secret of simple things that mean a lot to them. Things that have no second. Unique things in life.

This will allow us immediately after to position Kudu as the brand that has no second, and later on as the product and place that has no second when it comes to deciding where/what to eat.

Campaign

Phase 1: Unique Things in Life – Social/Viral Campaign

Phase 2: Kudu Brand Positioning – 360º Campaign

Phase 3: Kudu “Tactical” Campaign

Execution

Ground Preparation – Launching The Platform

“Things in life, that have no seconds..”

Viral Video

Ground Preparation – Launching The Platform

“Things in life, that have no seconds..”

A video that will be featured on KUDU Youtube Channel, and advertised online and pushed through KUDU , will be linked to a microsite.

Visitors can record their own story directly from the microsite

(using their devices camera and mice

Microsite

A mobile unit will roam around the youth gathering areas, corniche, near universities, near stadiums after games..

We’ll invite youth to enter the van, record their own 30” video talking about one thing that has no second to them.

Videos collected from the users on the mini-site and the moving studio, would be featured on the mini-site, as well as on our social pages, with permission to comment and share (Facebook log-in enabled)