| Title | WHOPPER FANATIC |
| Brand | BURGER KING |
| Product/Service | BURGER KING |
| Category |
A03. USE OF MERCHANDISING/IN-STORE MARKETING |
|
Entrant Company
|
BUZZMAN Paris, FRANCE
|
|
Advertising Agency
|
BUZZMAN Paris, FRANCE
|
|
Production Company
|
FRENZY Paris, FRANCE
|
Credits
| Georges Mohammed Chérif |
BUZZMAN |
Ceo/Creative Director |
| Thomas Granger |
BUZZMAN |
Vice President |
| Julien Levilain |
BUZZMAN |
Associate Director |
| Mickael Krikorian |
BUZZMAN |
Copywriter |
| Mickael Krikorian |
BUZZMAN |
Art Director |
| Victor Sidoroff |
BUZZMAN |
Copywriter |
| Victor Sidoroff |
BUZZMAN |
Art Director |
| Ugo Guillermo |
BUZZMAN |
Artistic Director Assistant |
| Aurélie Femenias |
BUZZMAN |
Artistic Director Assistant |
| Pierre Guengant |
BUZZMAN |
Account Manager |
| Loïc Coelho |
BUZZMAN |
Account Manager |
| Julien Scaglione |
BUZZMAN |
Head Of Social Media |
| Thomas Schmitt |
BUZZMAN |
Social Media Manager |
| Cyril Paglino |
BUZZMAN |
Pr/Communication Director |
| Clara Bascoul Gauthier |
BUZZMAN |
Pr/Communication Manager |
| Bérénice Charles |
BURGER KING |
Marketing Project Manager |
| Carole Rousseau |
BURGER KING |
Marketing Project Manager |
| Anna Perrin |
BURGER KING |
Marketing Project Manager Assistant |
The Brief
That’s a fact: Burger King fans are well known in the world for their passion and love for the brand. And after 15 years of absence, the least we can say is that France is no exception to the rule. To them, nothing can beat Burger King and its most famous and iconic burger: the Whopper.
With this campaign, we wanted to prove this love and fanaticism from our fans who can do everything for a whopper.
Describe how the promotion developed from concept to implementation
During the highly expected and passionate Fifa World Cup, we asked our fans to chose between their team or the WHOPPER.
So we built a promotion : WHOPPER® FANATIC.
From June 12th to July 13th 2014, we asked our fans this impossible challenge.
To get a free whopper, they had to come to Burger King wearing their favorite team’s shirt while they are playing and then miss the game.
The promotion turned every day, to let every supporter from every country face this crucial dilemma and prove us that nothing can beat the Whopper… not even the World Cup.
Describe the success of the promotion with both client and consumer including some quantifiable results
After 3 weeks of competition and without paying to be an official sponsor of the Fifa World Cup, we succeeded in reaching potentially more than 14 million people, get more than 38 000 shares about the campaign and obtained about 3 million euros in earned media.
Explain why the method of promotion was most relevant to the product or service
This was the most relevant execution to answer our brief because its original and disruptive approach allowed the brand to be visible during the highly covered and ambushed Fifa World Cup.
The diversion we made about the tension that usually prevail during the World Cup allowed us to reclaim this event on our way, place our brand and our fans at the highest point possible (most important than the world cup) and reinforce the awareness of our mythic burger: the whopper.