Thailand – Restaurant chain Bar BQ Plaza has launched its ‘Sad Kama-Chan’ campaign with advertising agency Grey Thailand to spark smiles among its customers. Placing a frown on its usually cheerful fishball, Bar BQ Plaza aims to attract its customers.
In collaboration with Grey Thailand, Bar BQ Plaza transformed its mascot, Kama-Chan, from a smiling fishball into a sad one in an effort to capture its customers’ attention.
Sad Kama-Chan was also featured in a limited-edition promotional meal set. It generated content on social media as customers shared photos of the sad fishball.
Fans called on Bar BQ Plaza to bring back Kama-Chan’s smile. As part of the campaign, Bar BQ promised to return the iconic mascot to normal once it reaches its sales target.
The ‘Sad Kama-Chan’ is Bar BQ Plaza and Grey Thailand’s response to the brand’s 10% drop in sales last year, showing customers how they feel about it.
Additionally, the campaign aims to create an emotional connection between Bar BQ Plaza and its customers, blending creativity and boldness in its execution.
