Burger King Film, Digital, DM #Whoistheking [video] by Buzzman Paris

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#Whoistheking [video]

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Industry Fast food
Media Film, Digital, Interactive & Mobile, Direct marketing
Market France
Agency Buzzman Paris
Associate Creative Director Julien Levilain
Executive Creative Director Georges Mohammed Cherif
Copywriter Benjamin Dessagne
Creative Pierre Olivier Dezeque
Released March 2016

Awards

Effie France 2017
Distribution - Or

Credits & Description

Title: Whos the king
Agency: Buzzman
Brand: Burger King France
Country: France
Advertising Agency: Buzzman, Paris
Entrant Company: Buzzman, Paris
Media Agency: Buzzman, Paris
Pr Agency: Buzzman, Paris
Production Company: Buzzman, Paris
Account Executive: Clémence Gateau (Buzzman)
President And Executive Creative Director: Georges Mohammed-Cherif (Buzzman)
Head Of Social Media: Julien Scaglione (Buzzman)
Artistic Director And Copywriter: Benjamin Dessagne (Buzzman)
Copywriter Assistant: Mcdonalds France (Tbwa/Paris)
Communication And Pr Manager: Clara Bascoul-Gauthier (Buzzman)
Head Of Communication And Pr: Amélie Juillet (Buzzman)
Associate Director: Julien Levilain (Buzzman)
Head Of Tv & Print Production: Vanessa Barbel (Buzzman)
Account Director: Pierre Guengant (Buzzman)
Social Media Consultant: Marie Le Scao (Buzzman)
Vice - President: Thomas Granger (Buzzman)
Tv & Print Producer: Benoit Crouet (Buzzman)
Social Media Manager: Loris Bernardini (Buzzman)
Marketing Project Manager: Berenice Charles (Burger King)
Marketing Project Manager: Carole Rousseau (Burger King)
Account Manager: Loic Coehlo (Buzzman)
Artistic Director: Souen Le Van (Buzzman)
Tv Production: Margaux Despointes (Buzzman)
Creative: Pierre-Olivier Dezeque (Buzzman)
Execution:
This surprising attack was a good occasion to give a direct message to McDonald’s and remind them that no matters their communication attempts or powerful restaurant’s network in France, they can’t beat the King and the passion of its fans, capable of anything for a WHOPPER.
Synopsis:
In France, McDonald’s is leading the Burger’s French market from far. With more than 1300 restaurants across the country, they are almost everywhere and everyone knows it. In the meantime, BURGER KING®, who just came back to France after 15 years of absence, only counts 45 restaurants.However, McDonald’s seems to fear a bit its competitor’s fast development and decided to attack them on February 26th 2016 with a web video reminding how close they are to people (and how far BK could be somewhere) thanks to their huge network.The brief was simple: answer this surprising attack from McDonald’s.The objective too: remind them who’s the king.
Campaign Description:
When it comes to love, distance doesn’t matter! That’s the answer we gave to McDonald’s 3 days after the launch of their video by posting a new video. In this video, we revealed the end of McDonald’s one. We used all the images McDonald’s produced for its video and added some at then end. In this end, we showed 2 clients who go at McDonald’s (because it is so close) BUT only to order a large coffee in order to make their road to the next BURGER KING, at 253km from where they are now.BURGER KING® even concludes its film by thanking McDonald’s for being everywhere and reminding us how far its fans are ready to go for a WHOPPER®.
Outcome:
With only 5000€ invested:-10 million views on our video-More than 300 media apparitions all over the world-340 000 shares on social networks (becoming a trending topic in France over Leo DiCaprio the day he received its oscar)-293 million contacts reached-4 million euros in earned media-The campaign even became a MEME with dozens of hijacks from other brands and anonymous.To complete these results, we also lead a BrandIndex survey with Yougov institute to measure the impact of the campaign on the brands’ popularity for a +18 years old target in France.This survey revealed that McDonald’s video had a positive effect to McDonald’s (+4 points for them and -5 points to Burger King) before Burger King’s answer that reversed completely the trend (-14 points for McDonald’s and +12 points for Burger King).
Strategy:
3 days after McDonald’s video release, we published our answer on Burger King’s Facebook, Twitter and Youtube page in order to ensure that all our fans will see it as per all internet that was waiting for our answer after McDonald’s attack.In terms of PR, we also sent our creation to all the blogs and medias that broadcast McDonald’s video so they can give their audiences the end of this battle... And its winner ?