|Geschäftsbereich||Gastätte & Schnellgaststätte|
|Philosophie||We printed the 'All Night Menu' onto pillowcases, which were then sent out to universities. Students seemed to be the perfect target audience. They're up late at night, they hate having to cook and all of them would love new bedding, especially if its free. Where as ordinary menus tend to get lost, thrown away or pushed in the back of drawers. This one is always there just at the time when they might be considering a late night snack.|
|Problem||To launch Denny's new 'All Night Menu' and target 18 - 24 year olds.|
|Ergebnis||Since the launch, average unit sales have steadily increased. At Syracuse University where the pillowcases were first distributed, regional sales are up by as much as 11%, while the competition is trading flat.|
|Medientyp||Informationsmaterial & Direktmarketing|
|Markt||Vereinigte Staaten von Amerika|
|Executive Creative Director||Ted Barton|
|Art Director||Anthony Nelson|
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