Competition is rife between restaurants hoping to dominate the student market. Wagamama had made the decision to turn away from the trend of using heavy discounting to attract customers. They were concerned this may put them at a disadvantage with their student customers and wanted to re-engage with students across the UK.
Wagamama tasked this project to agency Albert who came to BAM to co-ordinate the campaign. Together we recognised the importance of experiential marketing in engaging with students and put together a combined social media and experiential campaign.
We took Wagamama on campus in a UK-wide road trip to 12 universities. Two students staffed the Wagamama vehicle serving noodles to other students across the UK and blogging simultaneously on social media.
During the four weeks after the campaign, student custom in the target outlets rose by more than 80%. Wagamama had over 30,000 active members on the Noodle Tour community and 800,000 views of their Facebook page.
“Student custom in the target outlets rose by more than 80%. Wagamama had over 30,000 active members on the Noodle Tour community and 800,000 views of their Facebook page.” – Wagamama