'Bojangles' restaurant, an American fast food chain originating from North Carolina, combined a brand activation and commercial spot to reach consumers in a sentimental way. The restaurant sent reps into college campuses to surprise students who were writing final exams. When students walked out of the building, Bojangles employees rewarded them with food and made conversation with the college kids while being recorded on camera.
The recorded film was translated into a commercial showing a culturally diverse range of students enjoying their Bojangles restaurant meals on campus while expressing relief and happiness. The commercial and activation are a part of the company's 'Random Acts of Bo' campaign, which insinuates the restaurant as a being kind and caring company. The commercial connects with college students but also reaches out to parents by demonstrating the brand's concern for youth.
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