The Challenge
Reviving YO!’s iconic conveyor belt to attract Gen Z and increase footfall in stores.
With the pandemic halting operations, YO! needed to relaunch its conveyor belt while capturing the attention of Gen Z and creating a joyful dining experience amidst a national decline in happiness.
The Solution
A laughter-powered campaign that blended technology, humor, and live experiences.
YO! introduced “YO! Maki Me Laugh” during the Edinburgh Fringe Festival, using laughter-detecting technology to power the belt. The campaign featured live comedy from TikTok star Maddy Lucy Dann, alongside user-generated content and influencer partnerships.
The Results:
The campaign significantly boosted YO!’s brand affinity and footfall.
The campaign generated:
- 63 pieces of coverage,
- Increased YO!’s restaurant capacity, and drove an 8.6% rise in the “Find a YO!” feature use,
- 25.5k Instagram Reel plays
- 13k content plays across Instagram and TikTok
- 69.3k accounts reached through Instagram Stories
Awards
- Winner of PRMoment Best Consumer Campaign of the Year
- Shortlisted for Creative Moment Awards, Best Culture and Entertainment Campaign of the Year
More of Our work
Healthcare
Keeping malaria in the news in a time of pandemic
Consumer PR & Brand Communications
Promoting environmentally responsible behaviour
Corporate & Brand Communications
Launching Primark in Poland
