Nando’s is encouraging customers to ‘cash in’ on free meals they have accumulated on their rewards cards with a cheeky, supersized out-of-home advertising campaign.
The 'loyalty' campaign from Accenture-owned Karmarama was built upon the insight that millions of UK customers are not using their rewards cards. To restoke 'Cheeky Nando's' loyalty, a promotion is looking to remind customers of the potential chicken goldmine gathering dust in wallets or kitchen drawers.
The work encourages the public to hunt for extra large rewards cards that will feed ten people for a limited time before a second flurry sees the creative take to flyposts and panels offering single meals. These will be mounted on billboards, sparking a treasure hunt of sorts. PrettyGreen handled the PR execution.
On social, viewers are challenged to try and screenshot a gif in which the card appears for a split second, gamifying the hunt - a free meal is also on the table for those who land on the card.
Additionally, digital pre-roll films also illustrate the great lengths people would go to for free Nando's before revealing that there are 1.8m unclaimed meals already out there on rewards cards.
Nik Studzinski, chief creative officer at Karmarama, said: “Whether it’s Nando's unique peri-peri sauce, menus or Fanta and Coke mix, Nando’s does things differently. And the new Nando’s card campaign is no exception. Sure, you can get your hands on a regular, credit card size Nando’s card. No problem. Or you could also keep an eye out for one of their limited edition, three metre by two metre Nando’s cards that need ten of your mates to carry into the restaurant.”
The work will run until 5 May 2019.
Vote for the campaign below in The Drum's Creative Works.