Title	TRUCKVERTISING
Brand	BURGER KING DEUTSCHLAND RSC MÜNCHEN
Product/Service	BURGER KING WHOPPER
Category	A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant	GRABARZ & PARTNER Hamburg, GERMANY
Idea Creation	GRABARZ & PARTNER Hamburg, GERMANY
Production	BUBBLES FILM Hamburg, GERMANY
Additional Company	SOHO ALTONA POSTPRODUCTION Hamburg, GERMANY
Additional Company 2	MOKOH MUSIC Berlin, GERMANY
Additional Company 3	STUDIO FUNK Hamburg, GERMANY

Name	Company	Position
Ralf Heuel	Grabarz & Partner	CCO and Partner
Tobias Ahrens	Grabarz & Partner	Group CD
Matthias Preuss	Grabarz & Partner	Creative Director
Jakob Eckstein	Grabarz & Partner	Creative Director
Tim Lehnebach	Grabarz & Partner	Art Director
Diana Sukopp	Grabarz & Partner	Group CD
Thomas Fritze	Grabarz & Partner	Art Director
Frederik Wetzel	Grabarz & Partner	Copywriter
Julica Hauke	Grabarz & Partner	Group Head international Team
Benedikt Lemsky	Grabarz & Partner	Account Supervisor
Christoph Straesser	-	Production
Judith Uhrlau	Grabarz & Partner	Agency Producer
Fernando Machado	Burger King Deutschland GmbH RSC München	Head of Marketing
Anna Mennel	Burger King Deutschland GmbH RSC München	Senior Marketing Manager Advertising & Media
Matthias Freier	-	Director
Alexander Eckert	-	Director
Eugen Stemmle	-	Executive Producer
Daniel Buechler	-	Producer
Martin Warzecha	-	Producer
Daniel Reusch	-	Editor
Susi Montgomery	-	Grading/Telecine
Toby Kordt	-	Animation
Jochen Binz, Maria Moritz, Stephan Moritz	-	Music Producer
Wolfgang Schrödl, Maximilian Dümcke	-	Composer
Dominik Oppon	Studio Funk, Hamburg	Sound Engineer

The Campaign

We wanted to find a way to address truckers only – and nobody else, while still obeying the law that prohibited advertising along the highway. Therefore, we came up with a promotion that only truck drivers with their elevated seating positions were able to see – because our messages were printed on the roofs of eight compact cars. Invisible for everyone… except the target group. The interacting messages led our truckers directly to a Burger King nearby, where the next surprise was waiting for them: A drive-thru, custom-built for truckers only. Thus, they were able to order, pick up and dig in their Whoppers without leaving their trucks once.

Campaign Success

During a one-day promotion, eight compact cars with a continuing message printed on their roofs chased truck drivers on German highways. After they moved into the lane in front of them to deliver their messages, the last car lead the truck drivers to the next Burger King restaurant. Here, a custom-built drive-thru for truckers only awaited them, so that they could place their order and pick it up without leaving their trucks.

Describe the success of the promotion with both client and consumer including some quantifiable results

34% more trucks were led to Burger King and our trucker drive-thru. The idea was spread among truckers on the highway via CB-radio already while it still took place. And most importantly: We planted the thought of a freshly-made Whopper on our truckers’ minds bypassing the law – but not breaking it.

Explain why the method of promotion was most relevant to the product or service

We addressed the most relevant target group for highway restaurants – truck drivers – by coming up with a way to direct our promotion towards them only while bypassing the law that prohibited advertising along the highway. Nobody else was able to see the promotion. Thus, we activated truck drivers to visit our custom-built drive-thru where, in stage two of the promotion, they were able to order without leaving their trucks.

Truckers in Germany are obligated by law to take breaks on a regular basis. Therefore, they are the most relevant target group among drivers for highway restaurants. Unfortunately for Burger King, it is not allowed to advertise along the highway. Therefore, we wanted to find a way to address truckers – and only truckers – with our promotion, to have the biggest possible impact for our message. We wanted to show them that Burger King is the perfect location for their breaks and the Whopper the perfect menu. Hence, we directed our call-to-action to the target group only, while other drivers remained completely unsuspecting about it. The customer journey at the drive-thru also was specifically designed for truckers and made it much more comfortable for them to order and pick up their food directly from their vehicles.