| Title | KING OF UMARELLS |
| Brand | BURGER KING ITALY |
| Product/Service | BURGER KING RESTAURANTS |
| Category |
D01. Social Video |
|
Entrant
|
THE BIG NOW Milan, ITALY
|
|
Idea Creation
|
THE BIG NOW Milan, ITALY
|
|
Production
|
TAPELESSFILM Milan, ITALY
|
Credits
| Stefano Morelli |
The Big Now |
Creative Director |
| Paolo Platania |
The Big Now |
Copywriter |
| Tania Loschi |
The Big Now |
Copywriter |
| Jacob Salmona Arcari |
The Big Now |
Copywriter |
| Alessandro Bigi |
The Big Now |
Art Director |
| Davide Bodano |
The Big Now |
Art Director |
| Giacomo Putignano |
The Big Now |
Art Director |
| Alice Boss |
The Big Now |
Social Media Specialist |
| Andrea Fusco |
The Big Now |
Content Editor |
| Alberto Rech |
The Big Now |
Account Manager |
| Beppe Tufarulo |
TapelessFilm |
Director |
| Daniele Gentili |
TapelessFilm |
Film Producer |
| Jesús Cubero |
Burger King Restaurants Italy |
Director of Marketing and Communication BK SEE |
| Ilaria Abrate |
Burger King Restaurants Italy |
Head of Marketing and Communication Italy |
| Andrea Bomentre |
Burger King Restaurants Italy |
Communication team Burger King Italy |
| Simon Tokatzian |
Burger King Restaurants Italy |
Communication team Burger King Italy |
|
Equipe International |
PR Agency |
The Campaign
The idea came seizing a rapidly rising phenomenon typically Italian: the Umarells. "Umarells" is a slang word used to describe elderly retirees who love to spend their free time – which is a lot – watching construction sites, dispensing advice that no one listens to. They are a lot, they are funny, they are a trend topic online.
Through a carefully targeted campaign, BK recruited 5 “Kings of Umarells” to supervise its construction sites. They become heroes of a social video which, in a short time, has aroused the interest of public opinion, creating focus on new openings restaurants even before actually they came to open.
Creative Execution
We started off based on a growing, heartfelt sentiment in order to craft a multimedia campaign able to grab the attention of a younger audience by getting in touch with their emotions through an unexpected approach.
The recruiting of the protagonists (the friendly Umarells) in itself, enabled us to play with the topic, monitoring elderly men's “social networks”: crosswords magazines, church notice boards and so on.
The five selected Umarells became the main characters of a viral video which, starting from social networks, attracted the attention and the warmth of a vast audience ending up on different channels.
In the first week, on the Burger’s King facebook page the video made more than 3 million views, 15 million impressions, 18.000 interactions with 98% positive sentiment. The social campaign’s video appeared on the most important Italian newspapers, blogs, radio and TV shows, reaching more than 6 million people who talked about Burger King and its new restaurants before they even opened.
After a few days, also the italian ‘The Simpson’s’ Facebook page mentions #KingofUmarells and jokes with campaign.
The total media equivalent reached organically was € 1.508.123.
Burger King is currently present with only 143 restaurants in Italy. We decided to create a campaign strongly engaging for the Burger King’s target with a relevant content which could talk about our values: honesty, authenticity, unpretentiousness. The opening of new 300 restaurants became for us the welcome opportunity to experience our “welcome everyone” attitude, before the opening itself, creating expectations and word of mouth. With us what you see is what you get, so the easiest thing to do was simply let people experience through social media what we were doing: new construction sites opening for our passionate fans.