Good Times Are Back! Chili's Re-launch Success Story at City Center Al Zahia in Sharjah
Eighty Six Media was tasked with orchestrating a comprehensive launch campaign for Chili’s under its new management at the Al Zahia Mall in Sharjah. Our objective was to revitalize the brand and position Chili’s Al Zahia as the top dining choice in Sharjah, ensuring a strong re-entry into the UAE market. The campaign aimed to reintroduce Chili’s to both a new audience and loyal fans, emphasizing improvements and the return of the original dining experience.
Services
Campaign Management, Media Production
Client
Chili’s, Sharjah, UAE
Chili’s, Bahrain
Industry
Food & Beverage
Our Approach
Our strategy was centered around a multi-channel approach that integrated social media management, content creation, targeted advertising, and public relations:
- Strategic Planning: We started with an in-depth market analysis to understand the local demographics, preferences, and competitive landscape, which helped in tailoring our messaging and tactics.
- Creative Messaging: The theme “Good times are back” was chosen to evoke nostalgia and assure customers of enhanced quality and service under the new management.
- Collaborative Efforts: We collaborated closely with influencers, local media, and digital platforms to amplify our reach and impact.
Execution
- Content Creation: We developed engaging and visually appealing content that highlighted Chili’s revamped menu and superior service quality. This included videos, graphics, and interactive posts tailored for various digital platforms.
- Social Media Management: Our team managed the campaign across Instagram and Facebook, optimizing each platform’s strengths to maximize reach and engagement.
- Advertising and Media Buys: We strategically placed ads in digital and traditional media, ensuring high visibility among the target audience. Special attention was given to VFX videos that showcased the new location attractively.
- Creators & Influencers: We leveraged a network of 25 influencers and creators to create buzz around the launch. Influencers unboxed invitation kits that were delivered to them on their social media handles, announced the launch of the event. At the launch event, they also shared personal memories of Chili’s, and covered the launch event extensively.
- Press Relations: We leveraged a network of 50 influencers and secured press coverage to create buzz around the launch. Influencers unboxed invitation kits live, shared personal memories of Chili’s, and covered the launch event extensively.
- Launch Event: The culmination of the campaign was the grand opening event, which was crafted to provide an immersive experience for guests, complete with live demonstrations and tastings.
Conclusion
The Chili’s Al Zahia launch campaign by Eighty Six Media was a resounding success, marked by a significant increase in foot traffic and social media engagement. Post-launch analysis showed a strong positive response from the community, indicating a successful rebranding and repositioning of Chili’s in the UAE market. The campaign not only revived the brand’s image but also established a solid foundation for its sustained growth in the region. The strategic use of diverse media channels and creative content played pivotal roles in achieving the campaign objectives, demonstrating Eighty Six Media’s comprehensive capabilities in managing high-stakes marketing projects.
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