BWM Dentsu created an unexpected pizzeria experience for a lucky group of celebrities and food lovers at its recent ‘dining in the dark’ activation for Dr. Oetker Ristorante.
The special event, hosted by BWM Dentsu and its affiliated consumer PR company, The POP Agency, was held in Melbourne last week.
AFL celebrities, bloggers and foodies were invited to have dinner in the dark at what they thought was a modern pop-up restaurant. Unbeknown to the diners, as they were eating their pizza in the dark, the restaurant set rotated and was transformed into a lounge room.
Once the guests had eaten their fill, the second surprise was revealed – the gourmet pizza they had enjoyed was, in fact, Dr. Oetker Ristorante frozen pizza!
The diners’ reactions when the lights were turned on really capture the twists of Scuro
Murray White, executive creative director, BWM Dentsu Melbourne, said: “We knew with a campaign for frozen pizza we would be going up against a lot of preconceived ideas about quality and taste. In order to get past this common perception we decided to literally keep our guests in the dark about what they were eating.
“Dining in our dark pop-up restaurant allowed people to let their tastebuds do the decision making and proved that Dr. Oetker Ristorante pizza is such a premium product that it rivals fresh, professionally cooked pizza.
“We’re confident we can maintain this messaging throughout the advertising campaign and introduce more Australians to the idea that you can have restaurant-quality pizza in the luxury of your own home,” White said.
Paula Wyatt, executive marketing manager – Pizza, Dr. Oetker, said they were excited to watch BWM Dentsu’s campaign build on the buzz created by the launch event.
“We know household penetration of frozen pizza in Australia is low compared to other developed markets. We wanted a way to convey that frozen pizza doesn’t have to be a compromise, and to do this an engaging and challenging way. The Scuro Ristorante event was a first step towards positioning Dr. Oetker Ristorante as a positive choice that offers consumers convenience without compromising on taste and quality,” Wyatt said.
To promote the Scuro Ristorante activation, BWM Dentsu created a microsite, and social media handles including Twitter, Instagram and Facebook. A radio promotion on Nova ran for one week to secure attendees to the Scuro Ristorante launch.
The Dr. Oetker Ristorante campaign will run across TV, in-store and online.
Managing Director: Mark Watkin
Executive Creative Director: Murray White
Client Services Director: Belinda Murray
Planning Director: Susannah Stoney
Junior Planner and Consumer Experience Analyst: Mac Wright
Creative Director: Ryan Purcell
Creatives: Chris Plummer, Tom Opie
Senior Onscreen Producer: Sonia McIaverty
Account Director: Deanne Pascoe
Account Executive: Bridget Lane
Lead User Experience Architect: Mark Smith
Head of Digital Experience: Mikael Perhirin
Social Media Manager: Ellison Bloomfield
Group Account Director: Philippa Naylor
Senior Account Manager: Paul Judge
Account Executive: Danae Pikkat
Director: Nicholas Clifford
Producers: Michael Ciccone, Jim Wright
Cinematographer: Tom David
Production Designer: Tierney MacGregor
Editors: Luke Dickenson, Nigel Randall
Account Director: Leon Sammartino
Executive Marketing Manager – Pizza, Dr. Oetker: Paula Wyatt
Brand Manager Dr. Oetker: Maike Kees