Objectives

Raise awareness of the bar/restaurant before opening, creating talkability and anticipation amongst the Leeds party scene.

Strategy and Tactics

Utilising the inherent brand equity of Cream, and to create mystery and intrigue before the launch, Ptarmigan embarked on an integrated guerrilla campaign. Prior to opening, teaser messages appeared overnight on streets across Leeds city centre. Running concurrently to maximise message outtake, giant-sized projections of the babycream logo were beamed onto iconic buildings in and around high traffic areas, including Elland Road during a major rugby international.

Outcome

babycream’s launch night sold out within one week and requests for job applications were 200% over subscribed.

Babycream lights up Elland Road Football stadium


Tagging the streets of Leeds with Babycream graffitti