Burger King Promo, Case study LOVING YOU by Ogilvy Sao Paulo

Adsarchive » Promo , Case study » Burger King » LOVING YOU


Pin to Collection
Add a note
Industry Fast food
Media Promo & PR, Case study
Market Brazil
Agency Ogilvy Sao Paulo
Director Luiz Mermet
Executive Creative Director Fred Saldanha, Claudio Lima, Tiago Meloni
Creative Director Eduardo Marques Porto
Art Director Vinicius Siepierski, Fabiano Gomes
Copywriter Pedro Henrique Fernandes, Rafael Donato Ogilvy Brasil
Producer Nana Bittencourt, Cecilia Taioli
Account Supervisor Virginia Mendes
Released August 2011

Credits & Description

Category: Celebrity Endorsement
Advertiser: BURGER KING
Product/Service: MEGA BK™ STACKER
Chief Creative Officer: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Director: Claudio Lima (Ogilvy Brasil)
Executive Creative Director: Fred Saldanha (Ogilvy Brasil)
Creative Director: Eduardo Marques (Ogilvy Brasil)
Art Director: Fabiano Gomes (Ogilvy Brasil)
Art Director: Vinicius Siepierski (Ogilvy Brasil)
Copywriter: Rafael Donato (Ogilvy Brasil)
Copywriter: Pedro Fernandes (Ogilvy Brasil)
Producer: Cecília Taioli (Ogilvy Brasil)
Producer: Naná Bittencourt (Ogilvy Brasil)
Account Manager: Carolina Vieira (Ogilvy Brasil)
Account Supervisor: Virginia Mendes (Ogilvy Brasil)
Account: Ana Carolina Bacchereti (Ogilvy Brasil)
Advertiser's Supervisor: Ariel Grunkraut (Burger King)
Advertiser's Supervisor: Fernanda Bare (Burger King)
Advertiser's Supervisor: Paul Davis (Burger King)
Production Company: Pba Cinema (Pba Cinema)
Post Production: Casablanca (Casablanca)
Motion: Rubens Angelo (Ogilvy Brasil)
Director: Luiz Mermet (Pba Cinema)
Media placement: Digital - You Tube - Aug. 24th 2011

Summary of the Campaign
In mid 2011, Burger King had 2 launches to make. The sponsorship of the UFC World Champion Anderson Silva and a new product, the Mega BK Stacker.

The campaign was created based on the idea that the Mega BK Stacker is so big that it makes you squeak. So, instead of using Anderson Silva for his fighting skills, we convinced him to let us play with his voice.

We produced a music video with Anderson Silva lip syncing 'Loving You' by Minnie Ripperton. The video reached over 3.5m views on YouTube after being featured on hundreds of websites.

TV shows invited him to sing live on prime time and even Chael Sonnen, his biggest rival, gave interviews talking about the video. Fans asked for their burgers mocking Anderson Silva’s high pitched voice.

The campaign received more than 50m impressions and, in less than a month, the Mega Bk Stacker sold out.

The Situation
Burger King was about to launch The Mega BK Stacker and its sponsorship of UFC World Champion Anderson Silva. This was the biggest and scariest sandwich Burger King ever produced in Brazil.

The Goal
The goal was to attach Anderson Silva’s image to Burger King’s brand promoting the launch of the Mega BK Stacker and, of course, generating sales.

The Strategy
The strategy consisted of putting Anderson Silva’s fighting skills aside to focus on something different, his squeaky voice. We discovered through research that his high-pitched voice was well known by the target and based the whole campaign idea around this insight.

A music video was created with Anderson Silva lip-syncing 'Loving You' by Minnie Ripperton. In the video, Anderson declares all his love to the Mega BK Stacker.

Documented Results
After being featured on hundreds of websites, commented by celebrities such as the soccer player Ronaldo and Chael Sonnen, Anderson’s biggest rival, the video reached over 3.5m views on YouTube. Several users reposted it on their own channels.

Fans of both Anderson Silva and Burger King started asking for their burgers mocking his high-pitched voice.

The campaign received more than 50m impressions and, in less than a month, the Mega Bk Stacker sold out..