Direct > Use of Media
PILLOWCASE
PUBLICIS, New York / DENNY'S / 2005
Awards:
Overview
Credits
Overview
BriefExplanation
To launch Denny's New 'All Night Menu' and target 18-24 year-olds.
CampaignDescription
We printed the 'All Night Menu' onto Pillowcases, which were then sent out to universities. Students seemed to be the perfect target audience. They're up late at night, they hate having to cook and all of them would love some new bedding, especially if it's free. Where as ordinary menus tend to get lost, thrown away or pushed to the back of drawers, this one is always there. Just at the time when they might be considering a late night snack.
Outcome
Since the launch of Denny's 'All Night Menu', average unit sales have steadily increased. At Syracuse University where the Pillowcase was first distributed, regional sales are up by as much as 11%, while the competition is trading flat. The Pillowcases really were an 'overnight' success and the talk of the campus.
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