final blue box presentation
TRANSCRIPT
Where did we start?
RARE Research
Where did we start?
#1080 #1080 #1075
What do we want toaccomplish?
CSTAgrowth from 11.1% to 16.7%
83.3%increase to break-even.
Home
Home Office
Home Office Other
Off-premise Home
OfficeOff-premise
It’s just logical.
Dinner + Comfort Seekers
Who’s our target?
74%Do not knowOutback has CSTA.
Lunch + Millennials
1,048,632Millennials
In Tampa
http://www.tampabay.org/site-selection/major-employershttp://www.tampabay.com/media-kit/pdf/Marketbook-single-pgs.pdf
Millennials order more carry out than any other generation.
WorkingProfessionals
Of Millennials areApproximately 70%
RARE Research
MEDIUM RARE Strategy
of working professionals eat at their desks.
65%
http://usatoday30.usatoday.com/money/workplace/story/2012-04-15/lunch-at-work/54167808/1
Office Lunch Millennial
Transumers81% of millennials want variance
from what they eat.http://usatoday30.usatoday.com/money/workplace/story/2012-04-15/lunch-at-work/54167808/1
Millennials want to eat together.88% say they want a fun and social work environment.
71% want their co-workers to belike a second family.
http://www.businessinsider.com/millennials-want-to-be-connected-to-their-coworkers-2013-6
Lunch is notengaging.
Lunch is notengaging.
Outback isa brand built on
engagement.
FunctionalConvenience
FunctionalValueRational
Convenience
FunctionalValueRational
ExperienceEmotional
Convenience
The power of groups.
Become a social facilitator.
When it comes to lunch...
Get out of theORDINARYand into theOUTBACK.
What is ordinary?
Eating aloneat your desk.
Unsatisfying lunch.
Not taking alunch break.
What is Outback?
Eating with friends.
Delicious food.
Specialoccasions.
RARE Research
MEDIUM RARE Strategy
MEDIUM Creative
VO: Today, Jim ate lunch at his desk in solitude. VO: Just like his tuna sandwich VO: Jim was mind-numbingly dull.
VO: On the contrary, Bob and his friends ordered VO: curbside-takeaway fromOutback Steakhouse.
VO: Between bites of
‘Jim’ :30 Spot
Group order with ourapp “Outback 365”and save today!
VO: juicy steak and VO: crispy coconut shrimp VO: talk of the annual financial plan wasanything but dull.
VO: Outback Steakhouse. Together, wherever. VO: Group order with our app “Outback 365”and save today!
‘Jim’ :30 Spot
TOGETHER,WHEREVER.
AUDIO VISUAL OFFICE MAN #1: Hey Cheryl! Still eating rubbery chicken out of plastic containers I see. Bob how are those soggy sandwiches treating you? Lisa, please don’t get your left overs all over the microwave again… Some people settle for boring office lunches, but me and my friends group order from Outback Steakhouse!
LONG SHOT [Man Walking Past Cheryl’s Cubicle]
MEDIUM SHOT [Man Leaning Over Cubicle Talking To Bob]
LONG SHOT [Man Walking Past Office Kitchen – See Lisa Through The Doorway At Microwave]
LONG SHOT [Front View Of Man Walking Down Hallway – His Friends File In Behind Him From The Side]
NONE
CLOSE UP SHOT [Their Hands Using App To Order]
NONE MEDIUM SHOT [Man Grabbing His Keys To Drive]
NONE CLOSE UP SHOT [Man Pressing His Foot On The Pedal To Drive]
NONE CLOSE UP SHOT [Hand Giving Outback Bag To Worker]
OFFICE MAN #2: Mmmmmm. [Laughs]
LONG SHOT [Office Workers Sitting At Table Enjoying Their Outback Food Together]
VOICE OVER “Outback Steakhouse. Together, Wherever.” Group Order With Our App Outback 365 And Save Today!
[Image Of Hand With App And Super That Says “Group Order With Our App Outback 365 And Save Today!”]
AUDIO VISUAL OFFICE MAN #1: “Man! I forgot my lunch today!”
MEDIUM SHOT [Man At His Desk]
OFFICE WOMAN #1: “Ugh me too…”
MEDIUM SHOT [Woman At Her Desk]
OFFICE MAN #2: “I may as well have. All I brought was this leftover pizza…”
MEDIUM SHOT [Third Man At His Desk]
OFFICE WOMAN #2: “Uh… guyyyssss! Why don’t you just get Outback Steakhouse? You can order together AND get a discount!”
LONG SHOT [Woman Peering Over Cubicle Wall Talking To Three At Their Desk]
NONE
LONG SHOT [Workers Look At Each other And Nod In Agreement]
NONE
CLOSE UP SHOT [Their Hands Using App To Order]
NONE MEDIUM SHOT [One Of The Workers Grabbing His Keys To Drive]
NONE CLOSE UP SHOT [Worker Pressing His Foot On The Pedal To Drive]
NONE CLOSE UP SHOT [Hand Giving Outback Bag To Worker]
OFFICE MAN #2: “Mmmmmmm…. Hey guys! Maybe we should forget to bring our lunch tomorrow.”
LONG SHOT [Office Workers Sitting At Table Eating Their Outback Food Together]
VOICE OVER “Outback Steakhouse. Together, Wherever.” Group Order With Our App Outback 365 And Save Today!
[Image Of Hand With App And Super That Says “Group Order With Our App Outback 365 And Save Today!”]
RARE Research
MEDIUM RARE Strategy
MEDIUM Creative
MEDIUM WELL Media
Test. Learn. Repeat.
A day in the life.
TerrestrialRadio
81%
InternetRadio
30%2,049,674 Impressions
$85,000 Spend41.47 CPM
http://www.edisonresearch.com/wp-content/uploads/2014/02/Edison18-34-audio-infographic-2.png
80.071.6
64.160.6
28.9
Pandora
iTunes Radio
iHeart Radio
Beats Music
8 in 10Millennials listen to internet radio.
7,583,333 Impressions$140,000 Spend12 & 24 CPM
http://www.edisonresearch.com/eight-in-ten-millennials-listen-to-internet-radio/http://www.adweek.com/news/technology/infographic-which-streaming-services-are-winning-battle-millennial-eardrums-163450
6,421,053 Impressions$120,000,000 Spend18 & 19 CPM
Where are we goingto be seen?
Banners StandardBanners
HIU
38,333,333 Impressions$115,000 Spend
20,000,000 Impressions$100,000 Spend
5 CPM
3 CPM
SEMNonbrand
583,333 Impressions$35,000 Spend
0.6 Bid
Group Orders
Group DiscountsLunch Discounts
Group Lunch Orders
Online Food OrderSteak for Lunch
91%of Millennials report
using Facebook
16,000,000 Impressions$80,000 Spend5 CPM
http://www.americanpressinstitute.org/publications/reports/survey-research/millennials-social-media/
YouTube
VS.
3,823,529 Impressions$65,000 Spend
1 CPCVhttp://variety.com/2015/digital/news/millennials-find-youtube-content-more-entertaining-relatable-than-tv-study-1201445092/
The gameplan.
13%
1%
11%
5%
6%
5%13%
11%
11%
15%
SEM
BannersStandard
Pandora AudioYouTube9%
Social
Pandora Display
Radio
Banners HIU
94,794,255Impressions
Media
Standard Banner
HIU Banner
Pandora
Radio
YouTube
SEM
Social
$115,000
$100,000
$140,000
$120,000
$85,000
$80,000
$65,000
$35,000
$10,000
NET $
38,333,333
20,000,000
7,583,333
6,421,053
2,049,674
16,000,000
3,823,529
583,333
NET Imps 15-Jan 22-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-March 11-Mar 18-Mar 25-Mar29-Jan1-Jan8 -Jan
9 Media Net Impressions94,794,255
$750,000
Spotify Partnership
RARE Research
MEDIUM RARE Strategy
MEDIUM Creative
MEDIUM WELL Media
WELL DONE ROMI
How does it add up?
ROMI Per Restaurant$100050 orders of $20
$180080 orders of $22.5
We’re better together.
Where did we start?
Appendix
