Following the creation of this exciting new concept in the city, Keane’s brief was to create an attention-grabbing launch campaign that would successfully tease the bar’s imminent arrival, creating a buzz in the city to drive the suits in once the doors opened.
Our response was to create a bold launch campaign that really played on the concept vision; industrial-revolution spliced with Wolf of Wall Street. The teaser activity involved marketing activity across multiple channels but centred around some innovative digital activity that encouraged guests to ‘unlock the code’ for the chance to win prizes and offers for the opening week.
As the big launch approached, activity was stepped up and culminated in three massive launch parties, which involved everything from ice-sculpting to fire breathers.
With all three launch events at full capacity and some impressive trading figures in the opening months, the campaign was clearly a huge hit.