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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 is the billboard I designed to run later in the campaign. Like earlier pieces, it still features the Aussie lingo and imagery, but now shows the Outback logo, and the location of the nearest restaurant with regard to where the billboard is placed.
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