| Title | #WHOISTHEKING |
| Brand | BURGER KING FRANCE |
| Product/Service | FAST FOOD |
| Category |
C06. Response / Real-time Activity |
|
Entrant
|
BUZZMAN Paris, FRANCE
|
|
Idea Creation
|
BUZZMAN Paris, FRANCE
|
|
PR
|
BUZZMAN Paris, FRANCE
|
Credits
| GEORGES MOHAMMED-CHÉRIF |
BUZZMAN |
President and Executive Creative Director |
| THOMAS GRANGER |
BUZZMAN |
Vice - President |
| JULIEN LEVILAIN |
BUZZMAN |
Associate Director |
| VANESSA BARBEL |
BUZZMAN |
Head of TV & Print Production |
| AMELIE JUILLET |
BUZZMAN |
Head of Communication and PR |
| CLARA BASCOUL-GAUTHIER |
BUZZMAN |
Communication and PR Manager |
| BÉRÉNICE CHARLES |
BURGER KING |
Marketing Project Manager |
| CAROLE ROUSSEAU |
BURGER KING |
Marketing Project Manager |
| MARINE DUPAS |
BURGER KING |
Marketing Project Manager |
| BENJAMIN DESSAGNE |
BUZZMAN |
Artistic Director & Copywriter |
| McDONALD'S France |
TBWA/Paris |
Copywriter Assistant |
| PIERRE GUENGANT |
BUZZMAN |
Account Director |
| LOÏC COELHO |
BUZZMAN |
Account Manager |
| CLÉMENCE GATEAU |
BUZZMAN |
Account Executive |
| JULIEN SCAGLIONE |
BUZZMAN |
Head of Social Media |
| LORIS BERNARDINI |
BUZZMAN |
Social Media Manager |
| MARIE LE SCAO |
BUZZMAN |
Social Media Consultant |
| MARGAUX DESPOINTES |
BUZZMAN |
TV Producer |
| BENOIT CROUET |
BUZZMAN |
TV Producer |
| ADRIEN ARMANET |
ADRIEN ARMANET |
Director |
| THE |
THE |
Sound Production |
| ICONOCLAST |
ICONOCLAST |
Production Company |
| BEATRICE ROUX |
BURGER KING |
Marketing Director |
The Campaign
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®.
Execution
This surprising attack was a good occasion to give a direct message to McDonald’s (with limited legal impact) 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.
With only 5000€ invested:
- 10 million views on our video
- More than 300 media apparitions all over the world
- 340 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 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 has 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).
The Situation
All this battle was about PR and to know which brand will succeed in making more noise about its video.
To put all odds on our side, our PR approach relied on 2 pillars:
- Fastness: to strike the iron while it’s still hot, we decided to move fast and posted our answer only 3 days after McDonald’s video.
Efficient targeting: to maximize the media apparitions around our campaign, we sent our video to all media and blogs that first talked about McDonald’s video so they can give their audiences the end of this battle... And its winner
The 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 broadcasted McDonald’s video so they can give their audiences the end of this battle... And its winner