Burger King Promo, Case study GRUESO BURGER KING by Initiative

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Industry Fast food
Media Promo & PR, Case study
Market Mexico
Agency Initiative
Released August 2009

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: BURGER KING
Date of First Appearance: Aug 3 2009 12:00AM
Entrant Company: INITIATIVE , Mexico City, MEXICO
Media Director: Iliana Venegas (Initiative)
Media placement: Press Campaign - 3 - Publimetro - 07/08/2009
Media placement: TV Campaig - 402 spots - Channels 2,5,7,13, FOX, MTV, VH1, Warner, FX - 03/08/2009
Media placement: TV Sponsorships - 80 - Channels 2, 5, 7, 13 - 03/08/2009
Media placement: Radio - 11 mentions - Radio Ya párate ! - 03/08/2009
Media placement: Billboards - 5 - Billboard DF - 03/08/2009
Media placement: Internet - 115,483,058 impressions - Universal, MySpace, MSN, Prodigy - 12/08/2009
Media placement: BTL - 1 training centre - 5 malls - high traffic places - 12/08/2009

Results and Effectiveness
We increased sales by 169%!!! Digital: 115,483,000 impressions – 1,321 new friends on “Historias Gruesas” website - 2,587photos uploaded in the site and 445 comments in only two weeks. More than 100,000 people went to the street training centres. High PR and word of mouth impact in campaign visibility with tons of free press coverage. Brand awareness achieved the highest level in BK’s history and positioned the brand as cool and daring. The most important business magazine, Expansión in Mexico, published this media strategy as a great study case.

Creative Execution
BTL: “THICK Training Centre: Open Wide!” Inside, “experts” helped commuters handle the new burger with “jaw massages” and “lip loosening exercises”. Then people shouted “MEGAAAA” while their mouths were measured with a coupon for a free THICK burger. TV: different funny billboards on specific scenes in almost all primetime slots, eg. Desperate Housewives “Your husband cheating on you is not THICK, what is really THICK is the Mega Angus XT“. RADIO: People sharing on-air funny stories of something THICK in their lives and voting online to select a winner. OOH: A parade of Smart cars as BIG hamburgers for greater brand visibility and billboards with ULTRA BIG hamburgers declaring: “Going crazy in traffic: that’s not THICK. Really THICK: the new Mega Angus XT from BK.” DIGITAL: “Historias Gruesas” (THICK STORIES.) What is the most amazing thing you can do? A website was created so people could post THICK stuff for fun.

Insights, Strategy & the Idea
CHALLENGE: sell the thickest burger in Mexico, Burger King’s “Mega Angus XT”, at a time when consumers were actually tightening belts and buying fewer burgers because of the economic crisis. - Increase sales in 3% - Increase reach by 67% of our target. We centred our campaign on just one word; a word which, in Mexican Spanish, is very powerful: GRUESO (THICK). In Mexico, this word is everywhere because of its slang meanings: INTENSE, WACKY, AMAZING, and WILD. This burger stands out for being THICK – you have to open your mouth 8 centimetres just to get it in! Targeting young adults aged 25-35 (high-medium SEL) who treat themselves by eating well no matter what the price, we launched the new Mega Angus XT with an innovative and fun approach, activating media by riding on this local and exceptional word-play: “Something THICK is going on, BUT NOTHING AS THICK AS THE MEGA ANGUS XT”.