In a breaking TV, social and experiential ad campaign, iconic southern QSR brand Bojangles' Restaurants, Charlotte, shares some chicken love with real travelers, students and laundry-doers. The events and the videos made from them are by advertising agency BooneOakley, Charlotte.
Titled "Random Acts of Bo," the footage is unscripted and unannounced. The goal is to remind consumers that Bojangles' means good times.
In a TV?:30 and online :60, "Baggage Claim," 180?Big Bo Boxes of chicken, biscuits and tea roll out onto the Charlotte airport's luggage carousel. Each is labeled "Take Me Home"... instructions that are followed by some, fist pumps included, and ignored by others, who stop to share their post-flight chicken before leaving the airport.
In an online :60, "Laundromat," a vending machine, with Bojangles' cook-staff hidden behind, pops up in a laundromat, offering free Cajun Filet Biscuits,?Chicken Supremes, Bo-Berry Biscuits and Chicken Rice Bowls, seemingly cooked to order. High fives and smiles suggest none of The Wash House's patrons has ever enjoyed their visit more.
And in an online :82, "Final Exams," shot this past spring at the University of North Carolina's Charlotte campus, a half dozen Bojangles' ambassadors hand out over 600 boxes of Chicken Supremes plus biscuits and tea, so students can de-stress after finals. One is certain she aced her microeconomics test, but appears happier about the free meal. "What time is it?" she's asked. "Bo time!"
The TV spot will run on all major networks, in localized buys by Bojangles' in-house media department. The digital will run as paid Facebook :60 videos and newsfeeds, in a buy by Cox Media Group, Atlanta. The campaign is also on Bojangles' Facebook page.
Bojangles' Restaurants, Inc., independent, Charlotte, N.C., has over 600 locations in ten mostly southeastern states from Mississippi to Florida and north to Pennsylvania, plus D.C. bojangles.com
BooneOakley is a full service, independent advertising agency, with clients including Bojangles', the Charlotte Hornets, Oh Yeah! (nutrition bars/drinks), Sunbelt Rentals, Wells Fargo Championship (golf), Autobell Car Wash, Goodwill Industries of the Southern Piedmont, The Mint Museum and Levine Children's Hospital. booneoakley.com
