Miku Restaurant
Client
Miku Restaurant
Challenge
Prior to the opening of Miku restaurant the marketing team were searching for a way to effectively communicate what set them apart from their competition. The key touch points were: the chefs are from Japan, the cuisine is progressive with outstanding presentation, and the restaurant presents patrons with a modern design, an innovative concept, and an exciting dining experience. Miku’s goal was to announce their arrival in a way that would capture the attention of the business crowd in the corporate offices neighbouring the restaurant’s location in Vancouver’s financial district.
Workflow
Collaborating with local creative and strategy agency, Living Blueprint, Breakfree Productions was in charge of the video element of the Miku brand. Breakfree conceptualized the idea and when we presented the storyboards to owner Seigo Nakamura and the Miku team – they were all on board.
The Concept
Breakfree Productions’ concept was a marketing video produced in the style of a reality TV show. Think Hell’s Kitchen meets Amazing Race. It tells the story of the “celebrity chefs” arriving directly from Japan, entering the restaurant for the first time, and then setting to work at creating their culinary art. It follows the journey through a range of courses and at the end of the night – heads are high. Big success.
Platform
The video was produced with two objectives in mind: sharing on social media platforms, and being aired on the existing advertising video screens in the buildings neighbouring the restaurant. When Living Blueprint saw the final video, they redesigned Miku’s home page to host the new video front and centre.
Result
The production gives the restaurant an exciting, fresh, and exotic edge. The staff at Miku are often asked, “did you really all fly over from Japan in a private jet?” or receive comments like, “wow, you are the chefs from the video”. It’s like stepping into a celebrity kitchen. The social campaigns have seen exponential growth in viewership and the advertising video screens continue to drive traffic to the restaurant.
Miku has very effectively leveraged this marketing video to build their profile.