Burger King Promo, Case study BURGER KING SPOOFS CONSUMER VIDEO by Publicis Singapore

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Industry Fast food
Media Promo & PR, Case study
Market Singapore
Agency Publicis Singapore
Director Joey Chan
Executive Creative Director Ajay Thrivikraman
Creative Director Alex Lim
Art Director Neo Shiyi
Copywriter Jet Aw
Producer Jill Soong
Released January 2011

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: BURGER KING
Product/Service: CHICKEN RANGE
Date of First Appearance: Jan 10 2011
Chief Creative Officer: Calvin Soh (Publicis)
Senior Art Director: Karl Ng (Publicis Modem)
Copywriter: Jet Aw (Publicis Modem)
Senior Art Director: Edwin Poh (Publicis Modem)
Art Director: Neo Shiyi (Publicis Modem)
Account Director: Jeffrey Cheong (Publicis)
Planner: Ang Qianling (Publicis)
Senior Account Executive: Camille Burdin (Publicis Modem)
Senior Account Executive: Mai Van Vu (Publicis)
Agency Producer: Annie Ang (Publicis)
Programmer: Lee Yee Tien (Publicis Modem)
Programmer: Ken Goh (Publicis Modem)
Digital Art Director: Chin Weihao (Publicis Modem)
Executive Creative Director: Ajay Thrivikraman (Publicis)
Creative Director: Alex Lim (Publicis)
Director: Joey Chan (Loco Motion)
Producer: Jill Soong (Loco Motion)
Cameraman: Dave Chan (Loco Motion)
Media placement: Youtube - Internet video - 10 Jan 2011
Media placement: STOMP (Citizen Journalism Site) - Internet video - 13 Jan 2011

Insights, Strategy & the Idea
Business Objective:
Drive trial of Chicken products amongst new and existing BK customers.
Drive comparable traffic by 10%

Communications Objective:
To communicate the promotion in an irreverent and talked about manner where lapsed users will reassess the brand

Target Audience:
Current and lapsed consumers who has brand fatigue – BK in Singapore is seen as old school and less appealing than its competitors.

Key Insight:
Singaporeans tend not to have the courage to stand up for others – or themselves. This attitude was easily found online – with examples such as Singaporeans complaining on how their cabs got snatched, etc.

The campaign idea, “Never Chicken Out”, was a play on BURGER KING’s launch of the new chicken range, you’ll never run out of chicken choices. At the same time, it communicated an attitude to rally these docile Singaporeans to stand their ground.

Creative Execution
In order to create awareness and drive trial for BURGER KING’s range of 8 chicken products, we hijacked the most popular consumer conversation in Singapore and turned them into earned media for the brand. Usually, consumers spoof brand content. For the first time ever, a brand has spoofed a consumer video.

The talk of the town on the most popular citizen journalism site in Singapore, STOMP showed a docile Singaporean man getting hitting in the crotch repeatedly by a woman wielding a stiletto heel. BURGER KING then subverted this conversation by unleashing the Chicken that never chickens out to empower the man. The spoof video was then uploaded back to STOMP and YouTube where it received very positive responses.

Never Chicken out. Not when you believe in yourself, and especially not when you have 8 chicken varieties to choose from.

Results and Effectiveness
The spoof video garnered 234,769 views, an outstanding number for a country with a population of 4.5million. Local papers also picked up the news, generating a PR value worth SGD 195,131.24.

Consumers were entertained and reacted very positively to the communication. Sales of chicken products DOUBLED from 15% to 31% during the promotion and traffic to stores increased 12.5%, indicating that the communication brought in new consumers, instead of cannibalizing on other BK products. Overall sales increased 8.6%.