Type of entry: Use of Promo & Activation
Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: BURGER KING
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 prove that Burger King sandwiches are made to order, your way.
Describe how the promotion developed from concept to implementation:
One cashier, one hidden cam, one printer. That's all we needed to prove that Burger King® sandwiches are made to order, exactly your way. Customers ordered a WHOPPER® and got their made-to-order burgers with their faces on the wrappers.
Describe the success of the promotion with both client and consumer including some quantifiable results:
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.
Explain why the method of promotion was most relevant to the product or service:
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.'
The Outdoor Advert titled WHOPPER FACE was done by Ogilvy Brasil advertising agency for product: Whopper (brand: Burger King) in Brazil. It was released in the Jun 2010.