Burger King Film, Digital, Case study Mannschafts-Whopper [image] by Grabarz & Partner Hamburg

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Mannschafts-Whopper [image]

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Industry Fast food
Media Film, Digital, Interactive & Mobile, Case study
Market Germany
Agency Grabarz & Partner Hamburg
Creative Group Head Tobias Ahrens
Chief Creative Officer Ralf Heuel
Creative Director Matthias Preuss, Jakob Eckstein
Art Director Justus Von Engelhardt, Boris Noll, Tobias Lehment
Copywriter Claudius Sperling, Matthias Hardt
Production BIGFISH Filmproduktion
Director Tobias Perse
Released August 2016

Awards

Cannes Lions 2017
PR Sectors: Retail, e-Commerce, Restaurants & Fast Food Chains Bronze Lion

Credits & Description

Title: Mannschafts-Whopper
Agency: Grabarz & Partner
Brand: Burger King Deutschland Gmbh
Country: Germany
Entrant Company: Grabarz & Partner, Hamburg
Advertising Agency: Grabarz & Partner, Hamburg
Media Agency: Vizeum Deutschland, Wiesbaden
Pr Agency: Emanate, München / Setup, München
Production Company: Bigfish Filmproduktion, Berlin
Additional Company: Burger King Deutschland Gmbh, Hannover
Chief Creative Officer/Partner: Ralf Heuel (Grabarz & Partner)
Creative Group Head: Tobias Ahrens (Grabarz & Partner)
Creative Director: Jakob Eckstein (Grabarz & Partner)
Creative Director: Matthias Preuss (Grabarz & Partner)
Art Director: Justus Von Engelhardt (Grabarz & Partner)
Art Director: Boris Noll (Grabarz & Partner)
Art Director: Tobias Lehment (Grabarz & Partner)
Copywriter: Matthias Hardt (Grabarz & Partner)
Copywriter: Claudius Sperling (Grabarz & Partner)
Account Manager: Julica Hauke (Grabarz & Partner)
Account Manager: Benedikt Lemsky (Grabarz & Partner)
Account Manager: Denise Ewald (Grabarz & Partner)
Agency Producer: Sibylle Krafft Von Dellmensingen (Freelancer)
Agency Producer: Anka Gerbes (Grabarz & Partner)
Senior Marketing Manager Advertising & Media: Anna Mennel (Burger King Deutschland Gmbh)
Senior Marketing Manager: Hedwig Hartmann (Burger King Deutschland Gmbh)
Director Communications: Friderike Carolin Weiss (Burger King Deutschland Gmbh)
Svp Global Brand Management: Fernando Machado (Burger King Corporation)
Media: Vizeum Deutschland Gmbh (Vizeum Deutschland Gmbh)
Pr: Emanate Gmbh (Emanate Gmbh)
Communication: Setup Gmbh (Setup Gmbh)
Film Production: Bigfish Filmproduktion Gmbh (Bigfish Filmproduktion Gmbh)
Director: Tobias Perse (-)
Dop Lighting Cameraman: Casey Campell (-)
Editor: Kai Kniepkamp (-)
Sound Design Arrangement: Thomas Berlin (-)
Sound Engineer: Lukas Walter (-)
Synopsis:
European Football Championship 2016. The perfect opportunity for a brand to present itself to the football world. If it is an official sponsor. BURGER KING wasn’t. So instead, we needed a true football-crazy idea.
Execution:
An emotional 3 minute online film kicked of the campaign and was shared via YouTube, Facebook and the press. The film told the exceptional story of the Mannschafts Whopper and all of Football-Germany was able to apply for the 96 pieces. Fans could do so on our microsite by uploading a picture of themselves cheering for the German team. 96 lucky winners were then picked to taste the notary-certified winning-spirit at an exclusive event on the fan park in Berlin.
Campaign Description:
In 1996 – 20 years ago – Germany won its last European Football Championship. On the holy turf of the legendary Wembley Stadium. But the stadium and thereby also the holy turf are gone. Demolished. Down the drain. At least everyone thought so. But we found it: the original Wembley turf. And brought 25 m2 of that fabulous green from England 1,200 km to Berlin. To cultivate ingredients on it. For Whopper sandwiches with a special soul: the Mannschafts Whopper. Named after the German national team and limited to 96 pieces. Starting with an emotional 3 minute online film campaign was rolled out across all digital channels. The press, the web, famous footballers – even former Euro heroes – pounced on the idea. All of Football-Germany applied on our microsite. And finally, the 96 lucky winners were able to taste the notary-certified winning-spirit.
Outcome:
• Tier 1: Media Outputs - coverage depth (quality/quantity), tone and message delivery,purchase intent (survey)• Tier 2: Target Audience Outcomes - measurable changes in awareness, comprehension,perceptions/attitudes/opinions, and target behaviors/actions/responses achieved• Tier 3: Business Outcomes – campaign's measurable effect on sales/revenues/profits,market share, stock valuation, brand equity, reputation scores and other traditionalmarketing and business metricsThe Mannschafts Whopper immediately becamce the hot topic in the press and the web. Earning over 84 million PR contacts – in Germany alone. Within only a couple of days thousands of fans appplied on our microsite. During the campaign, BURGER KING increased its Facebook-fan-growth by 36,7%. And its YouGov brand index within the target audience by impressive 20,4%. And besides, the brand gained more buzz than its biggest competitor. Which – by the way – was a main sponsor of the Euro 2016.
Strategy:
During the European Football Championship – when most sponsors and advertisers placed emphasis on the players’ performances – we told an entirely different PR story. One that took everyone 20 years back, into a legendary stadium. And revived something that stood the test of time within a holy turf: the winning-spirit. This campaign did not only target football fans but a whole nation. And BURGER KING showed – without expensive sponsoring – that they and the fans are sharing the dream of Germany’s next title win.
Relevancy:
During the European Football Championship 2016 official sponsors competed for attention of the masses. Since BURGER KING wasn’t an official sponsor, we needed a true football-crazy idea: to bring back the winning-spirit of 1996. In the form of the most exceptional Whopper sandwich of all times: the Mannschafts Whopper. 96 Burgers with ingredients grown on the soil on which we became European Football Champions in 1996. Starting with an emotional online film, our campaign quickly turned into a big PR stunt – telling all of Football-Germany the story of the dream of our next title win.