Burger King DM WHOPPER FACE APP by Ogilvy Sao Paulo

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Industry Fast food
Media Direct marketing
Market Brazil
Agency Ogilvy Sao Paulo
Executive Creative Director Anselmo Ramos
Art Director Dogura Kozonoe
Account Supervisor Carolina Viera
Released April 2011

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: BURGER KING
Product/Service: WHOPPER
Date of First Appearance: Apr 29 2011
Entrant Company: OGILVY BRASIL, São Paulo, BRAZIL
Entry URL: http://www.shakemelikeascroll.com/whopperfaceapp
Executive Creative Director: Anselmo Ramos (Ogilvy Brasil)
Creative Director / Copywriter: Eduardo Marques (Ogilvy Brasil)
Art Director: Dogura Kozonoe (Ogilvy Brasil)
Account Supervisor: Carolina Viera (Ogilvy Brasil)
Account Manager: Virginia Mendes (Ogilvy Brasil)
Digital Integrated Director: Daniel Tartaro (Ogilvy Brasil)
Interface Supervisor: Pablo Moura (Ogilvy Brasil)
Interface Designer: Nasser Said (Ogilvy Brasil)
Project Manager: Maira Quagliato (Ogilvy Brasil)
Production: Double Left (Double Left)
Head of Digital Operations: Jose Tinoco (Ogilvy Brasil)
Media placement: IPhone Application - Burger King Stores - April 29th 2011

Describe the brief/objective of the direct campaign.
Whopper® Face was carried out at a Burger King® store – Sao Paulo, Brazil. Hundreds of customers had their faces on their Whoppers®. Only a few minutes after the video of the stunt went online, customers all over the world began asking for their Whoppers® with their faces on them. More than that, franchisees from countries like the USA and the UK requested the project to be implemented in their local stores. Welcome to Whopper Face APP: a simple iPhone application that allows any Burger King® store in the world to carry out the stunt.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Whopper® Face APP is a simple iPhone application that allows any Burger King® store in the world to carry out the stunt. When the customer asks for a Whopper, a picture is taken without anyone noticing. The picture is sent to a wireless printer. And… voilà! People get their Whoppers with their faces on them.

Explain why the creative execution was relevant to the product or service.
Whopper® Face was a case of success in 2010. But to implement it in different stores was necessary to gather a big team and lots of equipments like cameras, laser printers, laptop, radio for communication and so on. The App allows any Franchisee to carry out the stunt with using only an iPhone, a wireless printer and their own employees.

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 2011, in Brazil alone, more than 40 Burger King® stores will be inaugurated performing the stunt. In 2012, it will be 100. Now, any of the 12,100 Burger King stores in the world can have their own Whopper® Aangesig, Gesicht, Cara, 面對, Faccia, Ðñüóùðï, Ëèöî, Ansikte, פנים, Face.