From maki to mupi: Sibuya and the challenge of speaking every city's language.
CONTEXT
Sibuya was growing. And each new opening meant a different challenge:
making itself known in every city without communicating the same way in all of them.
THE CHALLENGE
The objective was clear: generate visibility and traffic at the key moments before and after each restaurant opening.
reaching the right audience and optimising every impact.
HOW WE DID IT
Together with Grupo Sibuya, we designed an outdoor communications strategy to accompany their expansion across different cities in Spain: Alcalá de Henares, Pozuelo, Barcelona, Elche, Jaén, Lleida, Málaga, Seville, Mérida, Reus, San Juan and Valencia.
The starting point was local analysis.
Each city was studied independently: population density, areas of greatest mobility, consumer habits, and urban context.
This work allowed us to build personalised media plans, adjusting coverage and advertising pressure to the reality of each location.
The campaign was activated through different outdoor formats, combining awareness and constant presence in the urban environment: paper and digital street furniture, bus shelters, wrapped buses and trams, strategic metro stations, and formats selected specifically for each city.
But beyond the format, the key was in the message. The creativity was adapted to each territory, incorporating local references and cultural codes specific to each city, with a warm and recognisable tone.
Some examples of this adaptation were messages like:
"More Japanese than that buffet with a conveyor belt. Less than the queue at the Sagrada Familia." — Barcelona
"Sibuya has a special flavour" — Seville
"It's not fried fish, but..." — Málaga
Small nods that made the brand feel close from the very first impact. Each city had its own tone, its own message, and its own way of presenting itself.
WHAT WE ACHIEVED
The result was an outdoor campaign coherent at the national level, but adapted city by city.
A campaign capable of accompanying the brand’s expansion without losing local relevance.
A way of working where territorial knowledge and message personalisation make all the difference.
And on top of that, we won the Bronze Award in the Local category at the OOH Lovers Awards, organised by La FEDE.
