Cannes Lions

THE STUDENT WRAP

GEOMETRY GLOBAL, Bucharest / WU XING / 2014

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Case Film
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Overview

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Credits

Overview

Description

In 2013, Romanian’s purchasing power was still decreasing. At the same time the take-away & home delivery categories were increasing in sales. But not with the cities hungriest inhabitants: the students. WU XING, Bucharest’s most popular home delivery restaurant, added students’ favorite dish to their menu – the Wrap.

To introduce it, we promised the fastest food delivery in the entire country.

On May 1st, when every student was traveling by train to the seaside for their first “summer” vacation, we planned to take over stations and trains. A teaser for the upcoming stunt was posted on social media one day before. When stations were crowded with students, WU XING revealed its revolutionary one-day delivery surprise, the once in a lifetime chance to place orders from moving trains and have your food delivered right at your seat.

As a result, on the 1st of May WU XING got 7242 phone orders and, because the students liked the delivery so much, they shared it with over 15,000 messages spread across social media. This led to a 400% increase in Wrap sales in the following week. It was the perfect launch that turned WU XING Wrap in students’ favorite wrap.

Execution

On the 1st of May, one day only, WU XING took over trains and stations. First, we populated the very busy stations crowded by large number of students. Flyers and posters announced an amazing new service from WU XING, train delivery for the new Chinese wrap.

Then, our call center workforce took orders where, instead of a regular home or office address, people could specify a moving train number, a wagon and a seat. Ultimately, the WU XING delivery car chased the trains and at the first stop of the journey, the orders were delivered right to the students seats.

Outcome

The launch was a success, as 7,242 phone orders were placed on day one, 15,000 messages were posted across social media, and WU XING achieved 400% increase in Wrap sales in the following week. It was the perfect launch that turned WU XING Wrap in students’ favorite wrap, and all it took was a few extra miles to the gallon.

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