Burger King Digital, DM, Case study Whopper Exchange [presentation board] by Akqa Sao Paulo

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Whopper Exchange [presentation board]

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Industry Fast food
Media Digital, Interactive & Mobile, Direct marketing, Case study
Market Brazil
Agency Akqa Sao Paulo
Director Tomat, Kito Siqueira
Associate Creative Director Renato Zandona
Executive Creative Director Hugo Veiga, Diego Machado
Creative Andrea Maria De Souza, Caio Muratore
Released October 2016


Cannes Lions 2017
PR Practices & Specialisms: Events & Stunts Bronze Lion

Credits & Description

Title: Whopper Exchange
Agency: Akqa
Brand: Burger King
Country: Brazil
Entrant Company: Akqa, São Paulo
Advertising Agency: Akqa, São Paulo
Production Company: Zohar, São Paulo / Satelite Audio, São Paulo / Akqa, São Paulo / Estudio Pola, São Paulo / Autobahn, London
Executive Creative Director: Diego Machado (Akqa Brazil)
Executive Creative Director: Hugo Veiga (Akqa Brazil)
Associate Creative Director: Renato Zandoná (Akqa Brazil)
Account Director: Ricardo Honegger (Akqa Brazil)
Creative Team: Andrea Souza (Akqa Brazil)
Creative Team: Caio Muratore (Akqa Brazil)
Rtvc Producer: Leticia Hernandez (Akqa Brazil)
Director: Pedro De La Fuente (Autobahn)
Executive Producer: Fernanda Rossi (Zohar)
Executive Producer: Thais Altman (Zohar)
Account Manager: Claudio Tolentino (Zohar)
Executive Producer: Fernanda Costa (Satelite)
Account Manager: Nicole Bonani (Satelite)
Director: Tomat (Zohar)
Director: Kito (Satelite)
Since lousy gifts affect people of all ages and backgrounds, we targeted everyone. The campaign was launched with a light-hearted digital film with people unwrapping lousy gifts on Burger King Social platforms. Carollers were stationed around shopping areas, inviting everyone to participate through songs with adapted lyrics for the campaign. We filmed the activation and published it online as well, increasing the project’s reach.A partnership with stores that sold lousy gifts let us hide messages inside their wrapping paper that read: “If you didn’t like the present, exchange it for a Free Whopper.”
Since this had to be a low budget campaign, we had to be efficient on the execution.Launch film - Since the campaign was promoted in countries where people have different appearances, we only used hands. Helping us save on cast usage rights as well.Carollers songs - We chose classical Christmas songs with free usage rights and adapted their lyrics to Burger King’s brand.Point of Sale - To promote the campaign we created exclusive sign communication and unique Burger King wrapping paper.
Playing with humor and the feeling of disappointment that is common with Christmas a campaign was built to remind people of the Whopper in the festive season. Working with suitable influencers and relevant local media (consumer lifestyle, marketing, QSR and regional/national publications) we were able to attract the attention of top tier media companies such as Good Morning America and the Mail Online offering them an exclusive on the full extent of the campaign. By releasing content on various platforms and interacting with customers both on and offline we were able to increase public participation. By the end of the day, thousands of customers had exchanged their lousy gifts. The overall campaign gained 564,000,000 impressions in the USA and 293,900,000 impressions in the UK, with the other countries making a cumulative of 1.1 Billion impressions, including a Global media value of 10,5 Million US Dollars.
Burger King wanted to have a bite of the Christmas Season conversation. But we had two challenges: Firstly, people don’t tend to think about burgers during the Christmas season. Secondly, a limited budget. So, to spark conversation around Burger King, we had to come up with something edgy, capable of capturing media interest that could give us visibility. We started by moving away from the holiday advertising revolving around love and launched a twisted, but tasty offer. And then succeeded in working with media outlets feeding them with exclusives and visuals about the campaign.
People don’t tend to think much about burgers during the Christmas season. To spark a conversation around Burger King, we looked for aspects from Christmas that, unlike Burger King, do not go “Your Way”. We focused on the fact that everyone, every year, receives at least one lousy Christmas gift from an aunt, a grandmother, even a partner.
Campaign Description:
We put a flame-grilled twist on re-gifting, solved the Christmas sock problem, and let everyone reward themselves by exchanging lousy gifts for free Whoppers.On December 26th, people could go to Burger King restaurants in the USA, UK, Brazil, Mexico and Russia to exchange their lousy gift for a Whopper. On social networks, the first few hundred people to post a photo of their unwanted gift with #WhopperExchange got a gift card they could redeem for a free Whopper in any Burger King restaurant. All unwanted gifts were donated to charity.