White Castle In ChinaCreative Brand Challenge 品牌挑战
White Castle’s identity is very traditional, but we are attracting a very young audience in China. Sliders are still a new concept in China; our customers are often confused when ordering.
我们希望颠覆白色城堡传统的品牌形象,来吸引中国的年轻食客。由于迷你汉堡在中国仍然是一个相对新颖的概念,我们的顾客时常会在点单时感到困惑。
How might we better communicate our slider concept to our young, Gen-Z customer using messaging and a visual language that connects with them specifically?
我们怎样才能更好地向年轻消费者传达我们的小食概念呢?
We took a look at the user journey, needs and behaviours when interacting with the brand, to understand what it was about White Castle that was attractive to them.
我们通过消费者与品牌互动时的体验、需求以及行为来吸引他们了解白城堡
The Result? A new position for a concept store.
HELLO we’re the BOLD alternative. We are an American mini burger concept that makes people happy with a large variety of satisfying sliders. Delivered with our relaxed friendly free laid back environment and service.
我们是让人们高兴和满意的美国小食迷你汉堡。我们提供轻松、友好、自由自在的环境和服务