Burger King DM, Case study WHOPPER FACE, 3 by Ogilvy Sao Paulo

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Industry Fast food
Media Direct marketing, Case study
Market Brazil
Agency Ogilvy Sao Paulo
Executive Creative Director Michel Lent
Creative Director Angela Bassichetti
Art Director Lucas Zaiden, Douglas Kozonoe
Copywriter Eduardo Marques, Eduardo Marques Porto
Production Bossa Nova
Director Giuliano Saade
Released December 2009

Credits & Description

Advertiser: BURGER KING
Product/Service: FAST FOOD CHAIN
Date of First Appearance: Dec 15 2009 12:00AM
Entrant Company: OGILVY BRASIL, São Paulo, BRAZIL
Entry URL: http://www.shakemelikeascroll....
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)
Media placement: Customized Wrapper - Burger King Stores - 15/12/2009
Media placement: Freshly Made Banner - Mundo Oi - 15/12/2009
Media placement: Online Video - Youtube/Vimeo/Blogs - 19/03/2010
Describe the brief/objective of the direct campaign.
To reinforce the “Have it your way” positioning and prove that Burger King sandwiches are made to order, with an innovative and simple idea.
Explain why the creative execution was 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'.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
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. When customers ordered WHOPPER® burgers, they had their picture taken without noticing it. Customers then got their made-to-order burgers with their faces on the wrappers. That way, Burger King® reinforced the HAVE IT YOUR WAY™ positioning, proving that each sandwich is made to order, especially for the customer. The direct marketing initiative in stores, delivers the brand's concept through the package . - 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 with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
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.