Making a big deal out of a first world problem.

Our customers mainly complained about the soup space not being large enough, while others complained about their meat sliding down the dome-shaped pan. Rather than taking them as a negative, we took advantage of the case and cooked something up to build hype before the launch of the new pan.

We launched the film a few days before the new pan was introduced in every Bar-B-Q restaurant. And to make those customers who complained and asked for a change feel special, we invited them to try our new pan in one of the first 25 branches before the change was implemented nationwide. While our film’s primary objective was to build hype and generate online buzz before the big launch, we wanted to strengthen brand loyalty amongst our followers.

With over 4.5million impressions within a few days prior to the launch of Bar-B-Q Plaza’s new pan, it became the most anticipated grilling pan in the country, as a record number of customers queued up to be among the firsts to try the new pan in the 25 trial stores. The new grilling pan even stole the show from the launch of Apple’s iPhone 7, as consumers even named it the iPan. With almost 20 thousand shares on Facebook alone, it also inspired fans to create their own parody versions of our film.