BurgerRanch DM HACK OUR CAMPAIGN by McCann Tel Aviv

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Industry Fast food
Media Direct marketing
Market Israel
Agency McCann Tel Aviv
Art Director Alizarin Waissberg
Copywriter Dana Saka Lapinsky
Designer Kobi Zarfati
Account Supervisor Einav Noy, Magi Elbo
Digital Creative Director Danna Blum Sartori
Released May 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Product/Service: FAST FOOD
Date of First Appearance: May 6 2010
Entry URL: http://www.mdigital.co.il/CANNES-LIONS/burgeranch.html
Vice President Creative: Tal Raviv/Eldad Weinberger (McCann Erickson)
Vice President Digital Creative: Nir Refuah (McCann Erickson)
Digital Creative Director: Danna Blum (McCann Erickson)
Art Director: Alizarin Waissberg (McCann Erickson)
Copywriter: Dana Saka-Lapinsky (McCann Erickson)
Vice President Clients: Amit Mashiah (McCann Erickson)
Account Director: Adi Oren (McCann Erickson)
Account Supervisor: Einav Noy, Magi Elbo (McCann Erickson)
Account Manager: Libi Katan-Naor (McCann Erickson)
Director of New Media Production: Tammy Katz Zara (McCann Erickson)
Project Manager: Meytal David (McCann Erickson)
Designer: Kobi Zarfati (McCann Erickson)
Flash Designer: Noa Ron (McCann Erickson)
Web Programmer: Dan Efter (McCann Erickson)
Media placement: Display Banners - Teens Portals - May 6th, 2010
Media placement: Viral Campaign - Social Networks - May 6th, 2010

Describe the brief/objective of the direct campaign.
Create online campaign for Burger Ranch, the leading Israeli hamburger chain, around its special Combina meal.

Our challenge was to leverage the viral nature of the local teen's usage of the internet in general and social networks in particular, in order to maximize the campaign's reach with minimal resources.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a double campaign, combining online, digital and social media.
Banners led the audience to an online trivia game that was impossible to answer, offering them a free meal for the correct solvers. After having frustrated our potential consumers, we spread a rumour around the net about a potential HACK in the trivia game site that allows the participants to outsmart the contest and win a free desert. The rumour suggested that a simple change to the site's URL reveals the correct answers.

Explain why the creative execution was relevant to the product or service.
The term “Combina” (our 4-person shared meal deal) has a double meaning in Hebrew, both highly relevant for the young Israeli audience:
1. It is a highly appreciated Israeli phrase which means “outsmarting the system and getting something out of it.”
2. It emphasizes the importance of eating together as a corner stone in the Israeli culture.

Giving teens the chance to outsmart our questions campaign and getting a free desert, made them share the rumour and of course share a meal together.

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.
The rumour about the hack went viral through forums, blogs and social network groups for teens who shared it with each other and helped their friends outsmart our campaign and win a free desert.

- Over 25,000 coupons were distributed
- The display campaign gained 80,000 views
- The Viral campaign gained 360,000+ mentions
- 20% increase in Burger Ranch sales.