ABOUT

Background
Bar B Q Plaza has been a favorite barbecue restaurant among Thai people for over 37 years. However, with the recent emergence of many new barbecue restaurants that have taken a share of the market, our sales have declined. So, how can we remind fans of the good time they experience during every meal at Bar B Q Plaza and bring them back to our restaurant with the smallest and most effective budget.


Creative Idea
We turned Kama-Chan, the iconic smiling fish ball in every dish, into a frowning "Sad Kama-Chan" to express a sense of abandonment. 


Strategy
As current users declined and shifted to other barbecue restaurants, we introduced small, low-cost changes on products and created online conversations that sparked organic word-of-mouth, reactivating former customers and revitalizing brand loyalty.

Execution
We served Sad Kama-Chan fish balls without any prior announcement, sparking curiosity among diners. This prompted them to share photos on social media, creating a viral sensation. Soon, customers began requesting the return of the original smiling Kama-Chan. In response, our CMO announced that if customers visit our restaurant and achieve the set goal, Kama-Chan will regain her usual cheerful smile.