With the motto ‘Com Que Roupa Eu Vou?’, the Australian-themed brand, Outback Steakhouse, presents its new institutional campaign, signed by Labof – a hub of strategic and innovative solutions, with the central purpose of bringing more relevance to brands through a “nontraditional” mindset.
The film brings a current and fun touch to its communication, inviting people to return to face-to-face meetings, in which, regardless of clothing, the most important thing is to be back in an Outback next to the one you love.
For activation, the brand worked with several digital platforms and a super squad of 10 TikTokers, such as Camilla Rocha, Mah Tavares and Mc Soffia. The film, with the participation of influencers, brings in a playful and fun way the moment of choosing which look to wear to leave the house to have fun and celebrate life in an Outback Moment.
Showing that it’s worth preparing for this special occasion and that, in the end, it doesn’t matter what you wear, but the fact of being together again, the film will feature an exclusive and authorial song created for the campaign, with a current and color photograph. The campaign also proposes an unprecedented dance challenge for the crowd to let loose and have fun on social media.
Renata Lamarco, Marketing Director at Bloomin’ Brands, the group that owns Outback Steakhouse in Brazil, points out:
“‘What clothes should I wear?’ brings a young and disruptive communication to the brand, in a light and current way, in addition to showing that the moment of preparation to meet friends and family can be a lot of fun. With TikTokers and #ChallengeOutback, we are also looking for a very strong digital action to reinforce, in an interactive and creative way, a new world of possibilities for more moments in our restaurants.”
Check out the video:
The film features versions in 15, 30 and 45 seconds and will be present on Instagram, Facebook, Youtube and also on TikTok with the official challenge, in a reinforced branded mission strategy, which will feature the delivery of content as soon as the app opens during the daily, in addition to a page where all viral challenges will be grouped, thus increasing the capillarity of the delivery of the #ChallengeOutback. The format also offers an incentive from TikTok itself, drawing its own base of micro-influencers, and further boosting the invitation for people to dance with the brand.
In traditional media, the campaign will be present on open and cable TV, cinemas and radios, as well as urban furniture, bus shelters, street clocks, subways and digital trams in São Paulo and Rio de Janeiro. According to the founding partner of Labof, Bruno Bernardo, it is a huge privilege to be part of the strategy, creation and production of a campaign for such an emblematic brand. He explains:
“In such a significant moment in society, with the post-pandemic resumption, especially in the bar and restaurant sectors, it is very cool when we can do all the strategic and creative part, and make this tangible from one of the hub’s business fronts : the Labof Films.”
The strategies for creating the campaign concept, copyright music and films are signed by LabOf. Offline Media Strategies by Santa Clara, Social and Online Media Strategies by Ampfy and Public Relations by JeffreyGroup.
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