Whopper: "(movie) WHOPPER FACE" Direct marketing by Ogilvy Brasil

Type of entry: Use of Direct Marketing
Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: BURGER KING
Product/Service: WHOPPER
Agency: OGILVY BRASIL São Paulo, BRAZIL
Chief Creative Director: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Director: Michel Lent (Ogilvy Brasil)
Creative Director: Angela Bassichetti (Ogilvy Brasil)
Copywriter: Eduardo Marques (Ogilvy Brasil)
Art Director: Douglas Kozonoe (Ogilvy Brasil)
Head of Art: Denis Kakazu (Ogilvy Brasil)
Motion Design: Rubens Angelo (Ogilvy Brasil)
Film Director: Giuliano Saade (Ogilvy Brasil)
Film Production: Bossa Nova Films (Bossa Nova Films)
Sound Production: Bamba Music (Bamba Music)
Voice Over: Zachary Lee (Zachary Lee)
Art Director: Lucas Zaiden (Ogilvy Brasil)
Describe the brief from the client:
To reinforce the 'Have it your way' positioning and prove that Burger King sandwiches are made to order, with an innovative and simple idea.
Creative Execution:
Have it Your Way™ reached a whole new level with a customised surprise when the clients ordered a WHOPPER®. A secret camera at BK restaurants took customers' pictures. Their photos were then printed instantly onto the wrappers of their freshly made burgers, giving a super personal meaning to 'having it their way'.
Describe the creative solution to the brief/objective.
One hidden cam, one printer and a wrapper. That's all we needed to prove that Burger King® sandwiches are made to order, exactly your way. When customers ordered WHOPPER® burgers, they had their picture taken without noticing it. Customers then got their made-to-order sandwiches with their faces on the wrappers. That way, Burger King® reinforced the HAVE IT YOUR WAY™ positioning by proving that each burger is made to order, especially for the customer.- The direct marketing initiative in stores, delivering through the package the brand's concept.
- At the same time, the picture taken from the customers was uploaded to the banners showed in website as standard display media, with the special touch of being actual pictures taken from the customers a few moments earlier.
- A video of people's reactions in stores was generated as the third part of the campaign to enhance its reach to an international level.
Describe the results in as much detail as possible.
Burger King® has strengthened its HAVE IT YOUR WAY™ positioning by proving that each burger is made to order especially for the customer. More than that, a simple idea has spread like wildfire on the web: in the first day, right after the video launch, it was the Trending Topic on Twitter, had more than 50,000 mentions on Google, and 111,000 views on YouTube. Thousands of people are asking at a BK near their homes if they can have their face on the WHOPPER® wrapper.