YOU GOT A SAY ON PRICING by McCann Erickson Hong Kong for Perfect Combo

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YOU GOT A SAY ON PRICING

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Industry Fast food
Media Direct marketing
Market Hong Kong SAR China
Agency McCann Erickson Hong Kong
Creative Director Ronnie Hung
Art Director Hans Mui
Released June 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: PERFECT COMBO
Product/Service: FAST FOOD
Agency: McCANN WORLDGROUP
Date of First Appearance: Jun 1 2010
Entrant Company: McCANN WORLDGROUP, Hong Kong, HONG KONG
Entry URL: http://worklikethis.info/awardentry/2011/?cannes.burger_king.you_got_a_say_on_pricing.direct.direct_response_digital
Chief Creative Officer: Spencer Wong (McCann Worldgroup)
Creative Director / Writer: Philip Lee (McCann Worldgroup)
Creative Director: Ronnie Hung (McCann Worldgroup)
Art Director: Hans Mui (McCann Worldgroup)
Media placement: Banner Adverts - Facebook - Jun 10, 2010
Media placement: Online Forum Discussion - Discussion.com.hk - June 8, 2010
Media placement: Online Forum Discussion - Uwants.com - June 8, 2010
Media placement: Online Forum Discussion - HK-Pub.com - June 8, 2010
Media placement: Online Forum Discussion - Catcatforum.com - June 8, 2010

Describe the brief/objective of the direct campaign.
Burger King was regarded as over priced in Hong Kong. It also had little brand loyalty since it was new to the market. A price cut was needed. The task for the agency was to turn a mundane price cut promotion into something that engage consumers and build their loyalty towards the brand.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
One day a group of burger lovers demanded that “everyone has the right to a great tasting burger” on Burger King’s Facebook fan page. And BK responded boldly by saying that “Consumers can set the price: If 500 new members join the BK Facebook page, we’ll cut one dollar from 3 of our combo meals, permanently” The news spread immediately. People start to invited all their friends to sign up. Target was met within mere hours! Next target was set. “800 members = 2 dollars” The movement snowballed, each time attracting a better result.

Explain why the creative execution was relevant to the product or service.

Why was it relevant?
It was the first time ever that price was set by the will power of the consumers. The stronger the will power, the lower the price. This approach empowered the consumer. In return they supported the campaign whole-heartedly. This unorthodox approach fitted with the brand DNA, because BK was always edgier and liked to do things differently.

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.
In just 3 days the BK’s facebook numbers grew by 360%.
And the combo price dropped from $33 to $25.50.
Consumers rejoiced and they stampeded every Burger King
Sales went up more than 20%
Store traffic increased over 30%
All these were achieved with a budget that was next to zero