YO!
Maki Me Laugh
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
<h3>A laughter-powered campaign that blended technology, humor, and live experiences.</h3>
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:
pieces of coverage
Increased YO!’s restaurant capacity, and drove an 8.6% rise in the "Find a YO!" feature use,
Instagram Reel plays
Awards
- Winner of PRMoment Best Consumer Campaign of the Year
- Shortlisted for Creative Moment Awards, Best Culture and Entertainment Campaign of the Year
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