Sumosan Twiga, launched in November 2016 in West London’s smart Knightsbridge neighborhood, is an exciting expansion of the much loved Sumosan brand in partnership with Flavio Briatore. Set across three floors, the venue offers a contemporary restaurant, a large mixology focused bar and a separate late night lounge.
Digital Sekta Team was working on a creative marketing campaign for the multi-award-winning restaurant this spring, and the main objective was to introduce the place through emotions, experience, and provocation.
Olesia Chi, Founder of Digital Sekta says "So far this is one of my favorite work. Bold. Brash. At the same time Classy and very Inspiring. You know, today it is very difficult to marvel people, especially customers, especially in the hospitality world. Mostly, Instagram accounts of restaurants, bars, and hotels are full of typical pictures of food, interior & people. Lack of creative campaigns, lack of storytelling & native advertising with Wow-effect.
So this is why we came up with this incredibly provocative idea for Sumosan Twiga restaurant and achieved the KPI's.
Flavio Briatore, one of the partners of Sumosan Twiga, mentioned that Digital Sekta did a great job and when we asked what was his favorite work, he said without any doubts " sushi on a heel" is very creative.
Many followers on Sumosan Twiga Instagram also commented that this picture made them starving, many of them did book a table in the restaurant.
"Design inspiration at the Top level. Simply amazing work", - said one of the followers. "Contemporary fish art"...
"For me, food is a piece of art. Absolutely", - says Olesia, "I see a huge demand in this industry, especially if we work very closely with hospitality. Behind all restaurants, there is a story. The story about a brand, about food, about culture, country and many many more. Well, and we are ready to tell this story about Your brand. To create contemporary art & introduce cuisine from a different side that no one did before.
The most important detail, that today the content is not only about photography. People tired. Tired to read tonnes of (sometimes) irrelevant texts. Customers would love to understand what are you selling in 30sec. Yes, 30 sec. 30 seconds of viral content. A creative video, which will describe atmosphere through emotions and experience".
Indeed, how we can show this campaign without a backstage. . . Here we go!
This is the most vital part of the whole process. I'm very proud of everyone who was involved in this marketing campaign. Was so much fun, hard work and memorable moments. Awkward moments as well 🙂 But I would like to leave it behind, as all bad thing that happens in life lead us to good, great and brilliant ideas.
Sumosan Twiga Seduction Marketing Campaign for Sumosan Twiga by Digital Sekta Team.
Producer: Olesia Chi
Model: Thomas Teffah
Photo: Denny Baysarov
Video: Lilia Murasheva | Anet-Alexis Aitalieva
Co-producer Malika Galyamova | Begimai Asylbekova