Agency : Grey Advertising Bangladesh Limited
Color : GOLD
BACKGROUND:
In Bangladesh, approximately 20 million people don’t know their actual birth date. Prevalence of home birth and lack of documentation practices till the late 1990’s contributed to this situation the most. Tasty Treat, being the largest bakery chain in the country took a unique initiative to find out their actual birth date.
OBJECTIVES: In Bangladesh’s intensely competitive bakery market, Tasty Treat stands as the largest chain among nearly 4500 contenders. This market is saturated with local family-run businesses, neighborhood bakeries, regional players, and newly emerging national competitors. To distinguish itself in this fragmented landscape, Tasty Treat aims to create memorable, lasting impressions or “love marks” across the nation, striving to outshine both local favorites and formidable national level challengers.
CORE IDEA:
“The Best Birthday Gift” – an initiative using a generative Al module to help people find their actual birth dates. Individuals who didn’t know their real birth dates often referred to significant events around their birth time as reference points. The Al module allowed them to use these memories to deduce the accurate date. By linking these memories to a vast dataset of historical data, the Al could triangulate the correct birth dates, giving individuals the joy of celebrating on the right day.
EXECUTION:
The campaign was launched with a brand film showcasing a teenager’s quest to discover her father’s real birthday, serving as a call to action for viewers to visit Tasty Treat outlets. The stores were decorated in campaign colors, creating a festive atmosphere that invited customers to participate in the initiative. Special booths were set up to collect birth-related information from interested visitors. Testimonials from participants and PR articles helped amplify the message, drawing local and global attention to the initiative. The innovative blend of technology, personal histories, and celebration transformed each outlet into a hub of rediscovery and joyous revelations, positioning Tasty Treat as more than just a bakery chain.
RESULT:
■ 48% increase in footfall within first two weeks
■ 15.9% increase in business within first two weeks
■ 54,854 attempts made to find out birth dates; 1256 successful
■ Campaign film viewed 14.8 million times
■ Film shared 1461 times, generating 59636 engagements
■ Momentum gained on social media channels