Introducing The Big Carl™ |
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SINGAPORE – Just when you think you can’t beat the competition.
The Big Carl™ comes with two charbroiled beef patties, Carl’s Jr.® classic sauce, two slices of American cheese, and lettuce all on a toasted sesame seed bun. Carl’s Jr.® is set to make The Big Carl™ the hit. With the introduction of The Big Carl™, Carl’s Jr.® continues to prove that it is the leader in taste revolution and premium value - above all competitors. The Big Carl™ campaign message, “When it comes to size, we don’t clown around” is aimed at highly mobile and sophisticated white-collar corporate individuals between 22 to late 30s. These are the consumers who are able to appreciate the brand’s tongue-in-cheek humour and savvy attitude. Jason Tan, Brand Director, Carl’s Jr.® comments, “Clear Channel is clearly the choice for such a 'big launch' – THE BIG CARL™!” Clear Channel Singapore has been selected for its extensive coverage of bus shelters across 200 key locations. These sites belong to the Audience Solution’s Commuter network that is crafted with the commuter – both private and public transport user - in mind. The Commuter network aims to reach time-poor commuters with sites in strategic “work-bound, home-bound” locations. These include the coverage of major roads en-route to CBD, downtown destinations and parallel key bus routes. The network also maps closely to Carl’s Jr.® outlets around the island. More importantly, the bus shelter medium taps into commuters’ mindsets and mood states during their daily journeys. The merits of the medium allow for the advertiser to engage with the audience in tandem with their regular journey-bound activities. For instance, when they are taking the bus during a lunch break out of the office, they will be exposed to The Big Carl’s ™ campaign message. In addition to the Commuter network, the advertisement appears on the Sky Bulletin format to boost exposure. The Big Carl™ sky bulletin is a striking bus shelter roof-top billboard located at Marine Parade Road (Parkway Parade) and Telok Blangah (Harbour Front and Vivo City). Its traffic-facing orientation is designed to capture motorists’ eyeballs and shoppers in the area. Jaab - Concept Alliance Asia hold the creative duties. 8/2/2010 |
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