Overview
Overview
4FINGERS launched a limited-time promotion to drive awareness of their new burger combos and sides, priced at $7.95 (down from $10.95). The campaign included social contests, revamped naming, and tailored visuals that emphasized menu diversity rather than price-cutting. The goal was to protect brand equity while still enticing value-seeking audiences.
4FINGERS launched a limited-time promotion to drive awareness of their new burger combos and sides, priced at $7.95 (down from $10.95). The campaign included social contests, revamped naming, and tailored visuals that emphasized menu diversity rather than price-cutting. The goal was to protect brand equity while still enticing value-seeking audiences.
Challenge
Challenge
4FINGERS faced several challenges in maintaining its premium brand image, managing complex messaging, and ensuring strong consumer engagement in a saturated market.
4FINGERS faced several challenges in maintaining its premium brand image, managing complex messaging, and ensuring strong consumer engagement in a saturated market.
Price-led messaging risked weakening the brand’s premium positioning.
Price-led messaging risked weakening the brand’s premium positioning.
Introducing new menu items alongside a price promo risked diluting the message.
Introducing new menu items alongside a price promo risked diluting the message.
Communicating value without being perceived as “cheap” was a delicate balance.
Communicating value without being perceived as “cheap” was a delicate balance.
Service
Service
Campaign Concept & Naming
Campaign Concept & Naming
Media Strategy & Targeting
Media Strategy & Targeting
Social Engagement Design
Social Engagement Design
Content Production & Creative Direction
Content Production & Creative Direction
Performance Tracking & Optimization
Performance Tracking & Optimization
Approach
Approach
01.
Strategic Renaming – From Savers to Bonanza
The campaign was rebranded from a “Savers” theme to Burger Bonanza, spotlighting variety and indulgence over price.
01.
Strategic Renaming – From Savers to Bonanza
The campaign was rebranded from a “Savers” theme to Burger Bonanza, spotlighting variety and indulgence over price.
02.
Media Targeting – Smart Segmentation
Location-based and intent-driven targeting was combined with niche audience groups like students and value-conscious fast-food fans.
02.
Media Targeting – Smart Segmentation
Location-based and intent-driven targeting was combined with niche audience groups like students and value-conscious fast-food fans.
03.
Interactive Engagement – Social Media Contests
A “So You Think You’re Singaporean?” quiz-style contest with screenshot mechanics generated viral traction and created cultural relevance during the National Day period.
03.
Interactive Engagement – Social Media Contests
A “So You Think You’re Singaporean?” quiz-style contest with screenshot mechanics generated viral traction and created cultural relevance during the National Day period.
04.
Cultural Relevance – National Day Timing
The campaign tapped into the patriotic spirit of Singapore’s National Day to spark emotional connection and drive participation.
04.
Cultural Relevance – National Day Timing
The campaign tapped into the patriotic spirit of Singapore’s National Day to spark emotional connection and drive participation.
05.
Visual Hierarchy – Menu Focus Without Price Emphasis
Content design emphasized food variety and combo options with mouth-watering visuals, deliberately downplaying discount cues to preserve premium perception.
05.
Visual Hierarchy – Menu Focus Without Price Emphasis
Content design emphasized food variety and combo options with mouth-watering visuals, deliberately downplaying discount cues to preserve premium perception.
Result
Result
The campaign delivered massive engagement far beyond expectations, with over 96,000 engagements and an achievement rate of 1,153%. The brand retained its premium identity while tapping into a wider, value-driven consumer base. Social buzz surged with 540 participants in just three days and hundreds of organic shares and comments.
The campaign delivered massive engagement far beyond expectations, with over 96,000 engagements and an achievement rate of 1,153%. The brand retained its premium identity while tapping into a wider, value-driven consumer base. Social buzz surged with 540 participants in just three days and hundreds of organic shares and comments.
619,794
Total Impressions
619,794
Total Impressions
96,076
Total Engagements
96,076
Total Engagements
87,746
Overdelivered Engagements
87,746
Overdelivered Engagements
1,153%
Engagement Achievement Rate
1,153%
