Apology posters have become somewhat a phenomenon in Tallinn: be it Anna, Lena, Nastja or Katja. Whether it was a romantic gesture or borderline psychopathy is not up to us: if a woman has blocked you from everywhere else, you must somehow get her attention, right?
Vapiano wished to win people's attention as well. They hadn't done a brand campaign for a while and in addition, the most important sales campaign of the year was approaching. We wanted EVERYONE to talk about us.
It was simple: clichéd apology, comic sans font, a broken heart and every designer's nightmare was born. Fortunately, we are not applying for the design awards…
However, the campaign achieved its goal: people shared photos and videos of the poster on various social media channels such as TikTok, Facebook, Instagram, Twitter and Reddit, several articles were published on Elu24. Social media reach was over 600,000 views within a week, Google searches increased by 19% and sales at Vapiano Solaris increased by 28%.
