Following a string of teasers that left viewers with the message, ‘Leave it to the Professionals’, Hardee’s Arabia has released the ad for its new Memphis BBQ Angus Thick burger. The primary objective of the campaign was to create online buzz with a series of high impact videos.
Playing with music and imagery, Hug Digital created promos that captured people from different backgrounds talk about their cooking disasters, the way it affected their lives, and how they finally decided to destroy their BBQ sets to enjoy the burger only made by “professionals”.
The campaign, that was riding heavy on social media platforms, was played across Facebook, Twitter, Instagram and YouTube. While the campaign had initiated with the purpose of creating online buzz, Hardee’s may extend it to other media as well.
“We wanted to create a campaign that capitalized on the online demand for bite-sized content that we delivered with short and entertaining videos. A great benefit of promoting media digitally is that you’re able to target your media to relevant audiences, so we were able to target specific demographics then monitor and respond to their feedback – creating conversation with our fans,” commented Eman Fathy, Senior Social Manager, Hug Digital.
The common hashtag used throughout the campaign (#خليها_للمحترفين), not only helped the agency to monitor online engagement, but also supported the campaign message. The campaign also rewarded its fans with T-shirts that had the message – Leave it to the professionals!
“We know our fans are hungry, not just for tasty Hardee’s burgers, but also for online content. Our objective is always to feed them and this time we gave them a feast,” commented Mohamad Daher, Group Account Manager, Hug Digital.
To keep the momentum going, the agency plans to release post video ‘revealer’ content. The agency will include behind-the-scenes videos and a photo album of pictures that were taken during the filming. The agency has also made a light-hearted infographic about BBQs that will be posted online.
Credits:
Client: Hardee’s Arabia
Agency: Hug Digital
Group Account Manager: Mohamed Daher
Account Manager and Producer: Kristina Koivio
Creative Group Head: Rami El Khoury
Senior Social Manager: Eman Fathy
Senior Copywriter: Hussein ‘Double A’ Charafeddine
Director, DOP: Amit Hasija
Digital Media Planner: Mohamed Adel
