Cannes Lions

DOLLAR CRAVING DELIGHT

STARCOM MEDIAVEST GROUP, Chicago / TACO BELL / 2014

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Overview

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Credits

Overview

Execution

We covered sides of buildings near Taco bell stores with REAL dollar bills, featuring promotional messages for the new Dollar Cravings menu. Passersby were intrigued by the money walls and with no signs saying ‘Do not take’, they contemplated whether they should take the money and run.

As they removed the dollars, a beautiful painted mural was revealed. Taco Bell representatives then approached and let them know they could keep the money and directed them to the local Taco Bell.

To ensure people discovered the ‘money murals’, radio DJs shared clues on-air but didn’t disclose who or what the hunt was for. We posted clues on Facebook and Twitter, generating a viral frenzy as people shared details about the secret sites. Their ecstatic reactions to the cash and the discovery that they could satisfy their cravings with a dollar were priceless! And we captured it all on hidden camera.

Outcome

Our Dollar Cravings campaign delivered double digit sales, increasing in a category that had seen flat to negative sales! And the sales of value menu items soared by more than 50%. Typical value menu promotions usually result in more traffic, but a lower average spend. But our campaign attracted higher traffic to stores, as well as increasing the average spend – making believers out of sceptical franchisees. We successfully surprised and delighted our fans, creating thousands of positive conversations about the “money murals” and our new menu. The program was so successful; it is being rolled out nationally.

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