Case Study: A Flavourful Success - Zoul's Corner's Bedok Grand Opening with special mention by Minister Tan Kiat How
Executive Summary
Zoul's Corner, a renowned Singaporean restaurant chain, successfully launched its newest Ayam Penyet outlet in Bedok. The grand opening at Bedok was a resounding success, marked by a significant community event and extensive media coverage. This case study delves into the strategies employed to ensure the event's success, highlighting the crucial role of effective media outreach.
Background
Zoul's Corner, known for its authentic Singaporean cuisine, aimed to expand its reach to the Bedok community. To commemorate the opening, the restaurant planned a grand event, featuring a free giveaway of over 600 packets of its signature Ayam Penyet. This would be the biggest giveaway of Ayam Penyet that Singapore has ever seen. A press release and media invitation was sent out across different media outlets. Most importantly, it was crucial for us to ensure that the local Bedok Community is aware of not just the opening of Zoul’s Corner but also the fact that the Ayam Penyet giveaway was intended to give the needy a chance to eat the Ayam Penyet for free. The queue stretched across the block and was such an incredible sight. Special mentioned goes to Minister Tan Kiat How who graced the location opening with his presence and warm welcome to Mr Azhar Salleh; owner of Zoul’s Corner.
A Facebook cover art was designed specifically to commemorate the giveaway.
Objectives
Community Engagement: To strengthen the brand's connection with the local community.
Media Exposure: To generate significant media coverage and increase brand visibility.
Successful Grand Opening: To ensure a smooth and memorable grand opening event.
Strategy and Implementation
1. Media Outreach:
Targeted Media List: A comprehensive list of local and national media outlets, including newspapers, television channels, and online news portals, was curated.
Compelling Press Release: A well-crafted press release highlighting the unique selling points of the event, such as the free food giveaway and the restaurant's commitment to the community, was distributed.
Media Invitations: Personalized invitations were sent to key media contacts, inviting them to attend the event and experience the opening firsthand.
Follow-up: Consistent follow-up with media contacts was essential to ensure timely coverage and address any queries.
2. Community Engagement:
Social Media Campaign: A robust social media campaign was launched on platforms like Facebook, Instagram, and TikTok to generate buzz and encourage community participation.
On-Ground Activation: Engaging on-ground activities, such as contests and giveaways, were organized to attract and entertain the crowd.
Results and Impact
The grand opening was a resounding success, thanks to the effective implementation of the above strategies.
Media Coverage: The event received significant social media coverage across patrons and followers. Special mention was also given by SMS Tan Kiat How on his social media platform.
Social Media Engagement: The social media campaign garnered a high level of engagement, with numerous shares, likes, and comments.
Successful Community Event: The free food giveaway was a hit, attracting a large crowd and generating positive word-of-mouth.
Increased Brand Awareness: The event significantly boosted Zoul's Corner's brand awareness in the Bedok community with many residents flocking to the store location post giveaway.
SMS Tan Kiat How came to grace the event after Nimble’s Media Outreach plan.
Lessons Learned
Timely Media Outreach: Early and consistent media outreach is crucial to secure media coverage.
Personalized Invitations: Personalized invitations can increase the likelihood of media attendance.
Strong Social Media Presence: Leveraging social media can amplify the event's reach and engagement.
Community Engagement: Engaging with the community through on-ground activities can foster a stronger connection.
By effectively combining media outreach and community engagement strategies, Zoul's Corner's Bedok grand opening was a memorable success, solidifying the brand's position as a beloved local restaurant. Thank you Mr Azhar from Zoul’s Corner for the trust. We look forward to another milestone unlocked with more location openings!
For full details of other creatives that were done by Nimble for this launch, please visit our Dropbox link here.