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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 early in the campaign. There isn't anything outright identifying Outback as the company behind this ad; it's hoped that people would be intrigued enough to visit the bonzertucker.ca website to see what the billboard is all about. In addition, we hoped that word of mouth would also promote the billboards and create a buzz around the campaign, e.g. "Hey, any idea what that bonzertucker.ca billboard is?" "No, but I'm sure curious to find out."
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