FLAT Tech Campaign

Flat Tech has a simple mission. Make restaurant tables stable. Wobbly tables are annoying and are one of the most easily fixable problems in the foodservice industry. So, when tasked with creating an ad that drew attention to the problem that Flat was solving, I tipped the actual ad to accentuate how annoying tipped or wobbly tables can be. By presenting the ad askew, complete with crop marks, registration, and other normally unseen elements, the viewer couldn’t help but notice something was “off.”

Also, by using single word headlines that end with “…TABLE,” I hoped to hammer home the fact that the tables themselves can be a pain point and an indicator to customers that if this detail is overlooked, it might make customers think that other important details are being overlooked as well.

This campaign also included web banners animated with wobbly tables, and a direct mail piece that specifically targeted several hundred restaurants with poor Yelp reviews that mentioned their annoying wobbly tables. Using variable data, these direct-mail postcards were so specific to the recipient that they included the Restaurant name, their rating, an excerpt of the review, and a link to view it online. Needless to say we got the attention of many restaurant operators who were then compelled to fix their wobbly table woes with FLAT Tech Equalizers or Table Bases.

The campaign was so effective that we continued the concept though to FLAT Tech’s tradeshow booth that featured the art with beverages in actual wobbly motion. (See video below)