BIG K BLACK CARD
THE RAREST OF THE RARE
Scarcity breeds desire. Sure this idea has been around for yonks. And the Black Card concept is nothing new – thanks Nando's. However we can subvert expectation by inserting our four-cornered friend within a new paradigm. The BBQ world braced itself for a black out with the Big K Black Card.
The Big K Black Card gave one lucky winner free charcoal for a year. The customised design is sleek, sexy, understated and yet premium. For the campaign we followed a classic teaser, activation and amplification model. Taking inspiration from Japanese horror flick The Ring, we teased the campaign by dropping a load of creepy black and white vignettes with cryptic lines. For the launch we full on fetishised the card in 3D. And to amplify ongoing engagement, we delivered content highlighting all the Big K Black card perks.
COLOMBO
LONDON