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My third-year group project in college involved creating an integrated marketing campaign for Outback Steakhouse. Our focus group research showed that, while our interviewees were aware of Outback, they weren't aware of the restaurant's Australian theme. We then devised a "teaser" campaign featuring Australian lingo to reinforce Outback's Aussie theme. Pieces early in the campaign would not use the Outback name or logo, but would instead feature Australian lingo and graphics, and a web address – bonzertucker.ca – to help viewers decipher the piece's cryptic language. Later in the campaign, all would be revealed, as Outback's logo was added to the piece.
This ad is the "reveal" ad promised by our "teaser" ads earlier in the week; Outback is finally identified as the company behind the ads. Once again, drawing upon our research that many people didn't recognize Outback's Australian theme, we incorporated Aussie lingo and references that people would identify with Australia (Vegemite, of course, being mentioned in the Men at Work song Land Down Under).
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