GO BEYOND. GO SCHNITZ.

NSAC Round Two– only this time, they put me in charge. As the co-creative director of this team, my role was to lead creative meetings, write and edit copy, communicate with the other team directors, and coordinate the final presentation. This year, the national client was Wienerschnitzel. This campaign won first place at the District XI competition, and we finished as a Semi-Finalist out of 120 teams.

The Ask: Elevate the image of the hot dog in order to increase primary demand. In short, change the perception of the hot dog.

The Strategy: Hot dogs celebrate any moment!

The Big Idea: GO BEYOND. GO SCHNITZ.

MANIFESTo

Password: Hotdogsrock

THE DICTIONARIES WEREN’T CUTTING IT…

So we redefined a word to describe the nostalgia, satisfaction, victory, and celebration felt when eating a hot dog.

“Go Schnitz” means harnessing the celebratory feeling that the hot dog brings. It also refers to going to Wienerschnitzel.

INTRODUCTION TO SCHNITZ

Because Schnitz is a new word, the first step in the campaign is to introduce Schnitz. By defining it and encouraging our audience to discover what it means, Schnitz will become a household word.

INSTAGRAM

WIKIPEDIA

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SCHNITZ GOES DIGITAL

My role in bringing these digital spots to life was storyboarding and writing the scripts.

Password to access both videos: Hotdogsrock

TRENDMAKER AUDIENCE

CONNECTOR AUDIENCE

WIENERSCHNITZEL MOBILE APP

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The Wienerschnitzel mobile app will offer a daily rewards system activated by the Wiener Wheel when opening the app, as well as an automatically downloaded hot dog GIF keyboard and exclusive meal coupons. With this app, Wienerschnitzel has the ability to Go Beyond and give their audience a reward to Schnitz every day.

 

INFLUENCERS

Youtube and Twitch have large Trendmaker and Connector fan bases. To capitalize on these large platforms, we will send popular influencers boxes that they can unbox on their channels, inherently promoting Schnitz and the hot dog itself.


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But what better way to promote the hot dog than with actual dogs? 78 percent of marketing specialists believe Instagram is the best platform for influencer marketing, which is why Wienerschnitzel is bringing Schnitz to the dogs.

TRADITIONAL (BUT SCHNITZY) PLACEMENTS


These billboards will be larger than life and will encourage drivers to Go Beyond. Go Schnitz.

This tunnel billboard, located in downtown Los Angeles, is the prime, high traffic spot that will lead drivers to want to visit one of the seven nearby Wienerschnitzel locations.

Wienerschnitzel bus shelters will make our audience want to turn their wait into a stay once they experience Schnitz. We will also be wrapping 30 busses in our selected DMAs to ensure that Schnitz will be on display for the whole city to see.

OUT OF HOME PLACEMENTS

Being Schnitzy can be as easy as taking the slide instead of the escalator, making a celebration out of our audience’s shopping experience.

When our audience walks into one of our elevators, riders will be instantly transported into a Schnitzy paradise, guaranteed to get the conversation started and making the elevator ride a little more celebratory.

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Aerial fly-bys are the perfect way to grab our audience’s attention. The way we see it, if we’re going to elevate the image of the hot dog, we might as well elevate it sky-high– literally.

Wienerschnitzel is proud of their #WienerFam, so it’s time to take it a step beyond. These car decals celebrate family, while also helping Wienerschnitzel gain brand recognition.


FULL PLANS BOOK