Burger King Case study Snap King by David Buenos Aires

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Snap King

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Industry Fast food
Media Case study
Market Argentina
Agency David Buenos Aires
Director Luis Aguer, Diego Rubinstein
Editor Adrián Peréz
Released March 2016

Awards

Cannes Lions 2016
Mobile Campaign: Messaging Campaign Bronze Lion
Promo And Activation Digital & Social: Co-Creation & User Generated Content Bronze Lion

Credits & Description

Agency: David
Brand: Burger King Argentina
Country: Argentina
Advertising Agency: David, Buenos Aires
Entrant Company: David, Buenos Aires
Media Agency: David, Buenos Aires
Pr Agency: David, Buenos Aires
Production Company: Album Films, Buenos Aires
Additional Company: Burger King Argentina, Buenos Aires
Head Of Production: Brenda Morrison Fell (David Buenos Aires)
Product Manager: Bruno Mazzuchelli (Burger King Argentina)
Social Media Director: Vanesa Cecconi (Dm Fusion)
Creative Team: Arthur Amorim Monteiro (David Buenos Aires)
Account Director: Lucila Mengide (David Buenos Aires)
Director: Luis Aguer (Album Films)
Editor: Adrian Perez (Album Films)
David Creative Director: Federico Plaza Montero (David Buenos Aires)
Digital Customer Service: María Emilia Ciliberti (Dm Fusion)
General Accounts' Director: Emanuel Abeijón (David Buenos Aires)
Production Manager: Federico Bonino (Burger King Argentina)
Sr Community Manager: Rafael Polanco (Dm Fusion)
Creative Team: Daniel Arango Lopez (David)
Executive Producer: Camilo Rojas (Album Films)
Director: Diego Rubinstein (Dm Fusion)
Actor: Francisco Donovan (Album Films)
David Vp Ecd: Ignacio Ferioli (David Buenos Aires)
David Vp Ecd: Joaquín Cubría (David Buenos Aires)
Director Of Photography: Pablo Desanzo (Album Films)
Account Executive: Belén Rodríguez (David)
David Creative Director: Nicolás Zarlenga (David Buenos Aires)
Strategy:
Our objective was to educate our target audience about our main differential asset: Our flamed grill tradition. Our challenge was how to engage with an audience that is usually very apathetic and unconcerned about pretty much everything.All we needed to do was to put the main difference in front of their eyes: Grilled hamburgers have grill marks, others don´t.Strategically we needed to be bold, that´s why we decided to direct our message to our main competitors consumers, challenging their brand loyalty and asking them to precisely draw what is Burger King´s trade mark (flamed grill marks) over our competitors hamburgers. Snapchat happened to be the perfect media that allowed us to engage with our target audience in an interactive and ludic way. We reached them through a highly targeted campaign using our competitors fan bases.
Synopsis:
Burger King has a large tradition in creating a world of bold flavors, and great taste. This is what makes it´s hamburgers so popular among their consumers. But what most of our target audience in Argentina ignores is precisely what makes them so unique and distinguished them from their main competitors. This differentiating aspect is that: Burger King´s hamburgers are flame grilled cooked. BURGER KING restaurants have been grilling since 1954. Grilling means great taste and freshly prepared food; and yet most of our prospect consumers completely ignore this aspect. That´s why we decided to launch a campaign to educate our consumers and leverage one our most powerful brand equities: our Grilling Heritage.
Campaign Description:
To create awareness over one our most differentiating brand assets: Our Flamed Grill tradition, we went for a very visual and bold way.The first thing we did was to meet our target audience in that place where they spend most of their time: Snapchat. Burger King didn´t had an account so we debuted breaking the rules. We didn’t start with our consumers, but to the ones of our main competitors.We invited other restaurants’ fans to take a picture of their favorite non-grilled hamburger, draw grilled lines with Snapchat pencil tool, and in exchange we would send them a voucher valid to taste one of our real grilled hamburgers, for free.This not only managed to drive our main competitors consumers to our restaurants but also helped us highlight our main differential asset in a very ludic and interactive way.
Execution:
The participants had to take a photo of any competitor’s burger and draw the grilled marks over it by using Snapchat pencil tool. Once they had done that, they sent this picture to Burger King Argentina’s account, and received, in return, a voucher for them to enjoy a flame grilled hamburger in any Burger King location.
Outcome:
Through this highly targeted campaign, we reached 4.1 million fans of other fast-food restaurants. The vouchers we had estimated would last 2 weeks, were given out over the first 48 hours.Our debut on Snapchat was a huge success. In a category marked by deep brand loyalty, we gave other restaurants’ fans a solid argument to give our burgers a shot: our flame grill trademark.