The client wanted to promote awareness of A&W’s chicken products nationally, letting consumers know that the chicken is raised in a socially responsible manner. A&W wanted the campaign to drive consumer engagement and stimulate conversation around their commitment to upholding the highest quality standards.
A&W’s agency Vizeum, were particularly interested in one of The Exchange Lab’s latest products, TV Sync, which allows brands to automatically coordinate their digital display advertising with TV advertising. The client wanted to ensure their digital efforts were working harder together with TV, delivering a second touch point with consumers and this product is the only one in market that offers brands the ability to reach audiences at scale across multiple screens in sync.
A&W’s target audience are 25-44 year-olds, which meant it was especially important that their strategy was centered on a multi-screen approach including TV, mobile and display.