Grupo Sigla: Lah! Unexpected Restaurant

OGILVY SPAIN /OGILVYONE

Entry Information

Category: Retail/Direct Sales
Country where program ran: Spain
Dates program started/ended: September 2011 – December 2012

Product Description:

Restaurant specialising in Southeast Asian cuisine, with an Unexpected concept and positioning.

Advertiser/Client Name: Grupo Sigla

Website: http://www.essolotrabajo.com/2012/Lah/en/

Strategy

Marketplace challenge:

In recent years, competition among Asian restaurants (Asian, Chinese, Far Eastern, Cantonese, etc.) has been growing. This means that restaurants that offer added value, both in terms of their food and their spirit, have lost their essence and differentiation.

Target audience:

Consumer

Middle to upper class working professionals, 30-45 years old Cosmopolitan, city-dwelling men and women who are young at heart, daring, lively, curious and dynamic.