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Harvey Centre wins award for Bug Bistro April Fool

Entertainment / Tue 25th Oct 2022 am31 10:10am

THE Harvey Centre is proud to announce that it has won silver in the Public Relations category at the 2022 European Solal Marketing Awards for its highly original and brave ‘Bug Bistro’ campaign.

 

 

 

The centre’s creative team, AL Marketing, wanted to create a promotional stunt that would push boundaries and be the talk of the town. Jumping on the back of April Fool’s Day, AL came up with the idea of launching a fake restaurant for April Fool’s Day that would be topical, controversial and original. “The Bug Bistro” concept was therefore born – a fictional restaurant that would have a totally insect-based menu and be the first ever restaurant of its type in a shopping centre. The Bug Bistro took over an empty unit with “Coming Soon” graphics and QR codes leading to a sample bug menu. Social media, PR and e-newsletters all got the town talking too.

A big reveal on April 1st  saw a huge surge in web traffic with users up 72%. Web articles had 3,467 page views with 2,874 social redirects and 286 social shares resulting in an incredible 850 comments. Facebook reach was an astonishing 79,400 and engagement for the campaign peaked at 19,512. The e-newsletter announcing the campaign also had an astonishing 48.2% open rate – double anything we had ever achieved before.

The entry stood out to the Judges due to its total originality and the results achieved. The campaign built over time with the site team managing to hold their nerve (and keep a straight face) as the various layers of the projects continued to build. The idea also scored high with the judges because of the innovative creative designs, inventive Bug Bistro menus, and minimal budget required to support the hoax. Fully-integrated social media and PR led to amazing results and a great return on investment.

 

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1 Comment for Harvey Centre wins award for Bug Bistro April Fool:

A
2022-10-25 16:25:11

It was brilliant. I fell for it until I looked at the date.

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