Rubio’s target audience is the working professional. Red Door developed a media plan that would intercept customers during their morning online routine with banner ads running in local portals and Gizmodo.com. The ads reflected the relaxed, south-of-the-border ethos of Rubio’s by inviting customers to “Get away, at least for lunch.” Customers were driven to a landing page where they could download a coupon for a free drink as an extra incentive. The strategy worked with a CTR up to .31% on select media buys. Overall, conversions were high with 58.86% downloading coupons, visiting the store locator or signing up for the Beach Club, Rubio’s online club.
Advertising Campaigns
