Vicio

Ticket Tok

How we turned the trolling of Vicio's customers into useful material to launch their new TikTok channel.

Project Scope

Strategy

  • Brand Strategy
  • Communication Strategy

Creativity

  • Creative Conceptualisation
  • Copywriting
  • Art Direction

Production

  • Audiovisual

Media

  • Paid Media Strategy
  • Media Activation

Data

  • Results Measurement

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Context

VICIO is proof that you can build an entire brand identity on social media. And it’s no mean feat: in a saturated environment, being relevant and distinctive is not easy. That’s why launching on TikTok presented a big challenge.

Objective

To expand the range of the brand’s communication channels by making the leap to TikTok while maintaining its distinctive identity and its bold tone.

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Idea

VICIO, the restaurant specialising in smash burgers launched during the pandemic, has managed to build a brand with its own recognisable and surprising tone purely on social media. But it also needed to have a presence on the platform that’s seen the fastest growth in recent years: TikTok. There was no doubt that VICIO had to be on it — the question was, how to continue being surprising on a platform where consumers are used to seeing any type of content at any time?

We were faced with two choices: either we exploited an existing trend to ensure reach at the cost of losing brand personality, or we found an on-brand concept that would work on the platform and become a trend in its own right. Obviously, we went for the second one. We saw that some VICIO customers, when placing their orders online, used the “Allergies” field in a peculiar way, to say hello to the brand, ask for discounts, make a joke... This form of interaction between the brand and its customers was innovative, good-natured and already formed part of VICIO’s brand fabric, so we decided to take it to the next level and turn those comments into the core of the TikTok channel. That’s how TicketTok was born, VICIO’s TikTok channel where the brand co-creates the content with its customers.

Implementation

To advertise the channel and its mechanics, a campaign was launched together with the announcement that users whose messages were selected to appear in the videos would receive a free combo. This helped boost participation (and, therefore, sales), and resulted in messages of love, orders in unexpected places, unusual requests... VICIO, who wanted to surprise their audience with their communication, was the first to be surprised with the messages received.

We started with an anecdote that was part of the brand’s fabric to create an original content line which invited participation, a very VICIO way of generating very TikTok content.

Credits

Client

Vicio

Year

2022

Sector

Catering

Agency Staff

Executive Creative Director

Uri Fernández

Creative Supervisor

Samuel Valiente

Head of Art

Eren Saracevic

Head of Content

Joan Tremoleda

Art Director

Ariadna Castells

Art Director

Laia Prades

Art Director

Higinio Rodríguez

Digital Strategist

Natalia Carranza

Director of Client Services

Helena Grau

Account Director

Carla Torredemer

Executive Producer

Rubens Pérez

Producer

Xavi Saborit

Graphic & Motion Designer

Higinio Rodríguez

Graphic & Motion Designer

Antonio Ramírez

Media Director

Malena Costa

Planner & Digital Ad Trafficker

Ana Clara Roverso

Planner & Programmatic Trader

Lesly Larez

Director of Analytics

Martí Ibarz

Data Analyst & Business Intelligence Specialist

Max Loizu

Partners

Director

Lucas Hope

DOP

Ramón Follente

Production

Anna Baeza

Editing

Lucca Geuna

Editing

Joan Campà

Sound

Tortuga

Client

Co-founder & Co-CEO

Aleix Puig

Creative Director

Albert Vilar

Marketing Department

Bet Cunillera

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