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Carl’s Jr

Rapport’s challenge was to help revitalize the Carls’s Jr. brand in a major market where their message wasn’t making any headway with their consumers.

The Challenge

For Carl’s Jr., the Houston market was a struggle. Their brand awareness was lower than other markets and there was a lack of steady foot traffic, driven by a perception of low quality consumer experience at high prices. Previously the brand’s only OOH exposure in market was an occasional campaign targeting specific restaurant locations.

Our Solution

Rapport created an OOH campaign built to connect with the audience throughout the day with various message opportunities to tell Carl’s Jr’s story. We implemented high traffic static and digital bulletins along major highways to raise the level of awareness of daily commuters, followed by targeted posters within proximity of restaurant locations. We then executed digital gas station TV that would allow Carl’s Jr. to utilize their best creative assets in a unique setting they don’t typically execute. Finally, we added a mobile geofence over every restaurant location as well as the OOH and gas station locations that elongated the conversation with additional price point messaging.

Results

The campaign delivered over 15.5MM impressions toward their M18-49 target audience and drove an average 68.9% increase vs control stores (other Texas markets) in the average daily sales of the meal items supported by the campaign. The client was so pleased with the campaign they extended their program an additional 4 weeks and are planning to roll this campaign out across other Texas markets.

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