BURGER KING by Leg for Eurostar

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BURGER KING

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Industry Public Transport, Mass Transit
Media Promo & PR
Market France
Agency Leg
Director Julien Bouvet
Creative Director Gabriel Gaultier
Art Director Christophe Dru
Copywriter Anthony Clouet
Released October 2010

Credits & Description

Category: Best Sponsorship or Partnership Campaigns
Advertiser: EUROSTAR
Product/Service: TRANSPORT
Agency: LEG
Date of First Appearance: Oct 14 2010
Entrant Company: LEG, Paris, FRANCE
Creative Director: Gabriel Gaultier (LEG)
Copywriter: Anthony Clouet (LEG)
Account Director: Adrien Taquet (LEG)
Art Director: Christophe Dru (LEG)
Director: Julien Bouvet (LEG)
Media placement: Outdoor - Subway platforms, street - October 16h
Media placement: Cinema - Cinema - October 16h
Media placement: Web banners - Internet - October 16th
Media placement: Blogs - Internet - October 14th
Media placement: Web film - Internet - October 16th

Describe the objective of the promotion.
Launch Eurostar’s new loyalty program: Eurostar plus. A new good reason to go to London and to go back again and again and introduce one of its sponsors: Burger King.

Describe how the promotion developed from concept to implementation.
Orchestrate Burger King’s real/fake return in Paris to play on French people’s nostalgia, and their attachment to the Whopper, which is especially true for Eurostar’s target.
The media campaign (print, banner, film broadcasted in cinemas) will take over and reveal Eurostar’s partnership with Burger King, as part of Eurostar’s new loyalty program: Eurostar plus.

Explain why the method of promotion was most relevant to the product or service.
The loyalty program was quickly made public thanks to this method of promotion. Indeed, Burger King is a subject that interests a lot of people because Burger King is no longer present in France.

Describe the success of the promotion with both client and consumer including some quantifiable results.
More than 50 blogs mentioned the operation.
The video has been seen more than 85 thousand times in the first week.