Burger King Publicidad en TV y cine, Publicidad exterior, Direct, Case study Loving "It" [case film] Grabarz & Partner Hamburg

Loving "It" [case film]

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Sector Comida rápida
Media Publicidad en TV y cine, Ambiente, Direct, Case study
Mercado Alemania
Agencia Grabarz & Partner Hamburg
Creative Group Head Tobias Ahrens, Diana Sukopp
Chief Creative Officer Ralf Heuel
Creative Director Matthias Preuss, Stefan Geschke, Jakob Eckstein, Thomas Fritze
Art Director Christian El Asmar
Copywriter Tim Bozek
Publicado octubre 2017


Eurobest Awards 2017
Outdoor Non-standard Indoor Advertising Gold Eurobest
Media Use Of Stunts Silver Eurobest
PR Events & Stunts Bronze Eurobest
Direct Low Budget / High Impact Campaign Bronze Eurobest
Outdoor Use Of Ambient Outdoor Bronze Eurobest

Creditos y descripciones

Client: Burger King Deutschland Gmbh
Product (Service): Burger King
Agency: Grabarz & Partner Hamburg, Germany
Entrant: Grabarz & Partner Hamburg, Germany
Idea Creation: Grabarz & Partner Hamburg, Germany
Media Placement: Vizeum Deutschland Wiesbaden, Germany
Pr: Emanate München, Germany
Production: Rabbicorn Films Hamburg, Germany
Production 2: Slaughterhouse Visual Manufacturing Hamburg, Germany
Production 3: Yessian Music Hamburg, Germany
Additional Company: Burger King Deutschland Gmbh Hannover, Germany
Additional Company 2: Setup Gmbh München, Germany
Chief Creative Officer: Ralf Heuel (Grabarz & Partner)
Creative Group Head: Diana Sukopp (Grabarz & Partner)
Creative Group Head: Tobias Ahrens (Grabarz & Partner)
Creative Director: Thomas Fritze (Grabarz & Partner)
Creative Director: Stefan Geschke (Grabarz & Partner)
Creative Director: Jakob Eckstein (Grabarz & Partner)
Creative Director: Matthias Preuss (Grabarz & Partner)
Art Director: Christian El Asmar (Grabarz & Partner)
Copywriter: Tim Bozek (Grabarz & Partner)
Account Manager: Benedikt Lemsky (Grabarz & Partner)
Account Manager: Sarvin Ejtehadi (Grabarz & Partner)
Account Manager: Tim Mangels (Grabarz & Partner)
Production: Jörg Nagel (Grabarz & Partner)
Agency Producer: Saskia Hinz (Grabarz & Partner)
Head of Marketing Communications: Iwo Zakowski (Burger King Deutschland Gmbh)
Manager Marketing Communications: Jacqueline Burdet (Burger King Deutschland Gmbh)
Director Communications: Frederike Carolin Weiss (Burger King Deutschland Gmbh)
Global Brand Manager: Fernando Machado (Burger King Deutschland Gmbh)
PR Agency: Vizeum Deutschland GmbH (Vizeum Deutschland Gmbh)
Film Production: RABBICORN Films GmbH (Rabbicorn Films Gmbh)
Post Production: SLGH Slaughterhouse Visual Manufactoring GmbH, Hamburg (Slgh Slaughterhouse Visual Manufactoring Gmbh, Hamburg)
PR Agency: emanate GmbH (Emanate Gmbh)
Communication Agency: setup GmbH (Setup Gmbh)
Music: Yessian Music GmbH (Yessian Music Gmbh)
The Campaign
When we realized that the most famous horror clown of all time – Pennywise from Stephen King’s “IT” – will return to cinemas in September 2017, we saw an opportunity. Because McDonald´s mascot Ronald happens to be a clown as well. So we used the hype around the horror movie of the year to spread a direct message. A message that came at a time when everyone in the theatre was sure to hate clowns so much no one would disagree. The hijacking of the movie was done with two powerful spotlights that added a tagline at the end of the film. Turning “IT” into BURGER KING’s longest direct ad ever.
The Brief
To hijack the horror movie of the year with a playtime of 135 minutes and making it BURGER KING’S longest ad ever, we just spent 2.000 Euros in light-rental costs. Instead of making our own movie and paying for the media placement, which would have cost us 21.000 times more money.
Creative Execution
On the evening of the German pre-premiere of Stephen King’s horror classic “IT”, we let the clown spread fear and horror until the audience had enough. Right when the credits were about to roll, we used two powerful spotlights to show our message to the target group. Warning them about creepy clowns and thereby indirectly about our biggest competitor without naming them once. But we didn’t stop there. When the audience left the theatre we were waiting to make them a direct offer they couldn’t refuse – by giving away a balloon that turned directly into a promotional invitation for a free whopper in every BURGER KING branch nearby to dine with the king.
People were loving "IT" and our longest direct ad for BURGER KING ever. The stunt managed to generate a worldwide response. Within just 72 hours, it achieved over 900 million impressions and generated press coverage on 5 continents, earning 10 million Euros in media value. On social media, the online film earned over 12 million impressions making it BURGER KING Germany’s most liked, shared and commented direct ad to date.
Always in second place, BURGER KING is constantly looking for innovative ways to win their rivals’ customers for themselves. As BURGER KING is placed nearby cinemas in Germany but doesn’t invest much into cinema media, they were looking for new ways of talking to their target group (male, 18-30 years). With our LOVING “IT” direct ad we made a targeted approach in a relevant setting at the right time, giving potential customers a clear Call-to-Action to dine with the King. Establishing BURGER KING as the perfect choice for anybody who’s hungry for a quick burger. The results exceeded expectations.
We wanted to use a cost efficient direct ad that calls on our male, horror- and burger-loving target group to push back against our main competitor and their iconic clown. And we wanted to keep it in BURGER KING’s usual bold tone. The perfect opportunity: The release of “IT”, a horror movie that equaled a pop culture event this year and was highly anticipated by our target audience.