Hapa Sushi
Traditional sushi restaurant Hapa used non-traditional messaging in OOH ads in high-traffic environments to increase online ordering traffic and grow new GrubHub customers.
Hapa Sushi uses OOH in Denver to increase online ordering and gain new GrubHub customers.
Objective:
According to the National Restaurant Association, nearly 75% of restaurant traffic is now takeout. Hapa, a traditional sit-down sushi restaurant, needed a fun way to remind people that they also have delivery options. The category is shifting, and restaurants like Hapa are not top of mind when the dinner choice is being made.
The goal was to push through preconceived notions and get Hapa in the conversation. The Colorado-based restaurant targeted locals who avoid eating out because they don’t want the hassle, and used creative messaging to resonate with audiences.
The message? We get it, other people are weird. But that doesn’t mean you have to miss out on your favorite restaurant. Enjoy Hapa from home without all the discomfort you’re feeling right now.
Hapa’s agency TDA Boulder led the development and rollout of the campaign, with PJX Media assisting with the out of home portion.
Activation:
TDA Boulder developed a visual story worth paying attention to and let consumers connect the dots of our shared, cultural insight - we judge other peoples’ version of weird but think our own is perfectly normal.
Per the agency, “It’s funny, true, and directly related to why more people are ordering takeout.” Hapa just needed to become a part of the conversation in order to enter the consideration set.
Bus shelters were the primary out of home format, with foot traffic and congestion determining the selection of units throughout Denver. Long dwell times allowed Hapa to deliver a “smarter” message that took a moment to get. Placing creative in transit shelters allowed the brand to connect with its audience during their commutes. This caught consumers at a peak decision-making moment regarding their meal plans, keeping Hapa top of mind.
Results:
The overall campaign objective was growing awareness for Hapa Sushi, specifically informing customers about their online ordering and delivery options. The media goal was to deliver a high volume of impressions in neighborhoods with a Hapa location, in order to drive high reach in order to introduce new customers to the brand, and existing customers to the online ordering options.
Performance Highlights:
The campaign delivered 28.3M impressions, with 84% attributed to OOH
While the campaign was live, Hapa Sushi saw a 2% overall growth in to-go sales, and a 12% increase in site traffic to the online ordering page compared to the previous period.
On GrubHub, they saw a 44% increase in new customers, with a 23% higher average order value during the campaign.
With attention-grabbing creative and strategically placed bus shelters near restaurant locations, Hapa amplified its campaign’s presence in key neighborhoods, strengthening and extending the reach it garnered on social media.
