The Royals conduct social campaign swapping souvas for favours to promote new George Calombaris souvlaki bar
George Calombaris’ restaurant group the Made establishment has promoted the launch of a new chain of gourmet souvlaki bars Jimmy Grants with a campaign which saw creative agency The Royals turn Jimmy into a character who gave out free souva’s in return for a favour.
The social campaign #souvasforfavours saw people text in their details for a free souva if they were prepared to owe Jimmy a favour, which he has started calling in.
Favours have included customers placing bets at the TAB, delivering Jimmy’s nonnas groceries, making wardrobe selections and covering for Jimmy when he lied to his wife about his whereabouts.
The Royals founder and creative director Nick Cummins said: “We love the way this campaign continues to evolve and grow. It is an idea that continues to engage in fun ways with our growing audience and if lines out the door are any indication of success then we are onto a winner here.”
Images, text conversations, audio and videos have captured the favours which are then used to feed social conversations about the brand’s personality.
The campaign is on-going with Jimmy still calling in many of the favours.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Some agency got paid for doing …this?
What is it? A basic Twitter search shows nobody has used the hashtag.
#completewasteoftime
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It looks like they said it was a text conversation Observer….
#readitnexttime
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Awesome idea.
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This is brilliant! Well done Royals
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Where are these social conversations?
Cant seem to find them. I see a twitter account. A bunch of you tube videos.
And tumbleweeds.
I am missing something. RIght?
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Isn’t this a mobile/sms campaign with the content generated then used on instagram or facebook? Rather than to feed social conversation?
Anyway, good stuff.
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