A super tasty hotdog for 3 bucks – that’s a no brainer. So, OTR convenience and petrol retailer collaborated with Showpony Adelaide to create a no brainer campaign, spreading the word about Moe’s Hotdogs at OTR.
Says Sally Huefner, senior marketer, OTR: “We needed the world to know the Moes $3 hotdog offers OTR guests a great value, quality hotdog with the convenience of 24/7 availability. Working with Showpony, we developed a campaign that was fun, memorable, and deliciously weird for our young adult audience who we know are always hungry for something different. It also needed plenty of appetite appeal.”
Showpony Adelaide creative director, Rory Kennett Lister describes the process: “We started with a simple, unforgettable line, ‘Go a Moe’s.’ The line became a jingle – a jingle so catchy and repetitive it would squeeze itself into the ears of all who heard it, like a juicy, glistening sausage in a soft fresh bun. Nothing complicated – just two everyday guys singing ‘Go a Moe’s’ over and over, and over again.
“Then came a storyline so entertaining, there was nothing to do but enjoy it, our hero characters singing along while wolfing down dogs at a bunch of locations, all within easy reach of a Moe’s – the city, the beach, a golf course, then walking backwards (why not) into an OTR to reload.”
With these ingredients Showpony rolled out a mouthwatering campaign across broadcast and catch-up TV, radio, social out-of-home, and in-store.
Paired with the exceptional quality of the Moe’s product, high availability and insane price point, “Go a Moes’ took OTR’s humble hotdog from a low awareness and low-consideration meal choice, to an epic lunch option with a tune so catchy you’ll be singing all the way into your local OTR.
Creative Agency: Showpony Adelaide
Managing Director: Sophie Allchurch
Group Creative Director: Parris Mesidis
Creative Director: Rory Kennett-Lister
Senior Creative & Copywriter: Andy Scott
Senior Creative & Copywriter: Ryan Yip
Senior Creative & Copywriter: Nic Maumil
Art Director: Chico Zuccato
TVC Director: Rory-Kennett Lister
DOP: Emerson Hoskin
2nd Camera: Jake Viskic
Edit: Emerson Hoskin
Edit: Patrick Cotter
Sound Producer: Scott Illingworth
Sound Studio: Seeing Sounds
Copywriter & Director of radio: Andy Scott
Photography: Duy Dash
Account Director: Laura Tregloan
Account Manager: Julia Palombo
Producer: Lisa Browne
Production Assistant: Alex O’Neil