WONDER BAR
Using Balance Theory to Find New Customers
GROUP PROJECT | BRAND STRATEGY, AUDIENCE SEGMENTATION, COMMUNICATIONS PLAN, SOCIAL MEDIA PLAN
MY ROLE
Social Listening | Strategic Planning | Creative Concepting | Mockups
ABOUT THE BAR
Wonder Bar is a relatively new bar located in the Domain in Austin, TX. They described it to us as “cheeky, fun, and interactive.” The drinks are served in fun glasses, like a disco ball or a whole bottle of tequila. The bar is known for it’s museum-like qualities, with many art installations placed around the venue.
THE PROBLEM
Wonder Bar told us that they wanted to bring new audiences to the bar. We believed that the unique and colorful nature of the bar was a deterrent for some audiences, who may seek a different bar experience.
THE SOLUTION
Bridge the gap between opposing groups and Wonder Bar by finding them, and convincing them that Wonder Bar has something to offer to any kind of bar-goer.
OUR CHALLENGE
For this campaign, we were tasked with using the balance theory of persuasion to develop our strategy and our creative for the campaign.
AUDIENCE PERSONAS
Additionally, we wanted to find different subsets of these personas: people who are craving a more exciting bar scene that they feel they’re lacking, and popularity seekers who want somewhere to raise their social profile. With men specifically, we wanted to target men who are afraid of the ‘girly bar’ stereotype.
CREATIVE EXECUTIONS
Our creative executions target different motivations for bar-goers, and find our audience on social media, and out of home.
NOT YOUR AVERAGE BAR
In this digital and out of home campaign, ads will give messages about the whimsical nature of Wonder Bar.
This is intended to show the target audience that if they have negative feelings towards normal bars that are considered unoriginal, Wonder Bar’s exciting atmosphere will create a positive balance in their minds.
“wonderlust” Geofilters
These location-specific geofilters will enable users to continue sharing their Wonder Bar experience organically, and appeal to their desire for popularity and social acceptance.
The filters match the aesthetic and feeling of Wonder Bar, and can be used by any member of our target audience.
“Be surprised”
A digital video series with the goal of showing guys that Wonder Bar is not just for girls, breaking the stereotype of “girly bars.”
The bar will draw younger men because it’s positively associated with (a) single young ladies and (b) female friends or significant others in their social circles. After this, they will come to like Wonder Bar for its unique atmosphere and great drinks, balancing their feelings and outweighing their skepticism towards the bar for being “girly.”