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Nandos is a South African restaurant chain known for its peri-peri chicken. It created the ‘Don’t be an Anti-Apper’ campaign to launch its new app last year.
The ‘Don’t be an Anti-Apper’ campaign takes a shot at COVID-19 “anti-vaxxers” to promote its newly updated app by drawing parallels between the benefits of the app and the advantages of the vaccine.
It is a social media marketing campaign which features videos of people refusing to download the app due to unknown side effects and perceived infringements on their freedom, mockingly imitating sentiments expressed by COVID anti-vaxxers.
In one of the videos, a woman chants: “My phone, my choice,” similar to the pro-choice slogan “My body, my choice”. Later she says, “I sure as hell don’t want my phone implanted with 5G,” referring to the conspiracy theory that COVID vaccines contain magnetic 5G tracking (which is not accurate).
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There were both paid and organic posts across social media with ad copy like “My phone, my choice.” At the end of the videos, viewers see the slogan: “Don’t be an anti-apper. Download the Nando’s app. It’s good for you.” The new app helps customers skip the line when they order, and earn purchase points for free items.
🍉 Action Points
Use humour - Nandos used a light-hearted and humorous strategy to promote its app. By satirizing the anti-vaxxer sentiment, they inject humour into the promotion, making it more engaging and shareable on social media.
Connect with current events - By drawing parallels between the benefits of the app and the advantages of the vaccine, Nando's creates a clever analogy that resonates with the audience. This not only emphasizes the positive aspects of the app but also positions it as a necessity, subtly urging users to adopt it.
Highlight the app benefits - Nandos ensures that, while being funny, people understand the main benefits of using the app: skipping lines and earning points for free stuff. The campaign isn't just for laughs; it's a smart way to show how the app works.
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