Burger King DM, Promo, Case study WHOPPER FACE, 2 by Ogilvy Sao Paulo

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WHOPPER FACE, 2

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Industry Fast food outlets & restaurants
Media Direct marketing, Promo & PR, 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

Awards

Cannes Lions 2010
Direct Lions Ambient Media & Print Collateral, Non-Mail (Small Scale) Silver
Outdoor - Silver
Promo & Activation Lions Best Use of Merchandising/In-Store Marketing, including Promotional Packaging Bronze
Media - Bronze

Credits & Description

Entry URL: http://www.shakemelikeascroll....
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 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.'