Tripadvisor - TheFork UK
Getting TheFork Out
To launch TheFork's restaurant booking app in London, we created a hyper-localized campaign inspiring tube passengers to discover their local culinary haunts in a brand-new way.
Reframed Challenge
TripAdvisor UK wanted to build brand awareness and drive downloads for TheFork's restaurant booking app. We created a localized campaign that spoke to transit users, highlighting neighbourhood restaurants and promoting the app's use to support them during the pandemic.
Leading Insight
Using the basic human need of hunger and connecting it to the message of supporting your local community, we were able to develop a concept that resonated with passengers.
Opportunity Unlocked
Using the 3 strategic pillars of the brand, we were able to create TheFork's Brand Strategy and a new brand platform to be used for all communications going forward. This created a consistent visual language that was immediately recognizable while optimizing future campaign work.
Grabbing attention for the fork of it
By combining our newly established brand platform of “It all starts with TheFork” with the campaign idea “get the fork out”, we created an attention grabbing 360 campaign that would draw eyes up from screens within London's tube network. We supported the campaign with hyper-localized assets across channels including, social, OOH and specialty media, speaking to the specific neighbourdhoods.
