Burger King: GATECRASH THE WORLD CUP by Initiative Madrid for Burger King

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Burger King: GATECRASH THE WORLD CUP

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Industry Fast food outlets & restaurants
Media Promo & PR
Market Spain
Agency Initiative Madrid
Associate Creative Director Fernando Rubin
Art Director Joakim Khoury
Copywriter Robert Aquadro
Client Service Director Anthony Glynn
Released June 2011

Awards

Cannes Lions 2011
Media Lions Best Localised Campaign Silver

Credits & Description

Type of Entry: Use of Media
Category: Best Localised Campaign
Advertiser/Client: BURGER KING
Product/Service: FAST FOOD
Entrant Company: INITIATIVE Madrid, SPAIN
Media Agency: INITIATIVE Madrid, SPAIN

Innovation Director: Leticia Pérez de Camino (Initiative)
Account Director: Sara Mouriño (Initiative)
Head of Planning: Ana Romano (Initiative)
Client Service Director: Anthony Glynn (Crispin, Porter & Bogusky)
Content Supervisor: Irene Nomdedeu (Crispin, Porter & Bogusky)
Content Manager: Daniel Albretch (Crispin, Porter & Bogusky)
Associate Creative Director: Fernando Rubin (Crispin, Porter & Bogusky)
Copywriter: Robert Aquadro (Crispin, Porter & Bogusky)
Art Director: Joakim Khoury (Crispin, Porter & Bogusky)
Head of Production: Bill Doig (Crispin, Porter & Bogusky)
Film Director: Pepe Puenzo (Taxi Films)

Results and Effectiveness:
• In excess of 200k Euro free media coverage.
• Burger King is 5th in the ranking of brands linked to the 2010World Cup, while McDonald’s (the official sponsor) is in 13thposition.
• As Manolo’s only sponsor the brand achieved single minded cut through resulting in high associated awareness with BK exhibiting the highest increase in awareness at 35.8% ( McDonalds 12.4%) and that was highest among Burger King core audience 16-25 year olds.
• The ends result: galvanised, buoyant and united fans and a world cup win for Spanish fans.
The prevision for the drop in sales during games was estimated at -20%, Burger King grew by +5% over the estimations on the month of June
Creative Execution:
• To engage the Burger King audience we wouldn’t sponsor “millionaire playboy players” but the most notorious fan of all: Manolo el del Bombo.A man of the people known for dedication – in 92 he hiked 15,8000km to the games- but whose bar business was struggling. Who better to epitomise the sorry state of the Spanish economy while also the optimistic hopes of Spain.
• Burger King could unite Manolo and home fans in waving their BK flags, cheering the team on. We could bring the true excitement of the games, as seen by a fan, home to Spain. A multimedia campaign across Spain made sure the BK logo was infused into the world cup. It was subversive, populist, in streets, in fantasy on-line challenge, and in specially negotiated sports programmes. The populist media then picked up the story with Manolo as a commentator becoming hero of the Spanish fans
Insights, Strategy and the Idea:
• Spain is the second largest European market for Burger King a brand known and loved for its subversive, fun and populist communications. Spain had been hit harder than most by the global recession due to the overreliance on property as an economic driver (16% GDP). Unemployment was 17% and hit the Burger King core audience hard. The media described it as “the worst recession since Franco” and in 2010 it was barely limping back into growth. Business was going to be tough.
• The World Cup 2010 presented a feel good opportunity for a sociable brand like Burger King. As sponsors of Getafe FC they had soccer credibility but how could they weave BK into the world cup experience. Becoming an official “corporate”sponsor like Mc Donalds wasn’t right for the brand, or for the business (a franchise operation with local budgets).
• The solution. Gatecrash the world cup