| Title | LOVING "IT" |
| Brand | BURGER KING DEUTSCHLAND GMBH |
| Product/Service | BURGER KING |
| Category |
B04. Use of Ambient Media: Large Scale |
|
Entrant
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GRABARZ & PARTNER Hamburg, GERMANY
|
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Idea Creation
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GRABARZ & PARTNER Hamburg, GERMANY
|
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Media Placement
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VIZEUM DEUTSCHLAND Wiesbaden, GERMANY
|
|
PR
|
EMANATE München, GERMANY
|
|
Production
|
RABBICORN FILMS Hamburg, GERMANY
|
|
Production 2
|
SLAUGHTERHOUSE VISUAL MANUFACTURING Hamburg, GERMANY
|
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Production 3
|
YESSIAN MUSIC Hamburg, GERMANY
|
|
Additional Company
|
BURGER KING DEUTSCHLAND GMBH Hannover, GERMANY
|
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Additional Company 2
|
SETUP GMBH München, GERMANY
|
Credits
| Ralf Heuel |
Grabarz & Partner |
Chief Creative Officer |
| Diana Sukopp |
Grabarz & Partner |
Creative Group Head |
| Tobias Ahrens |
Grabarz & Partner |
Creative Group Head |
| Thomas Fritze |
Grabarz & Partner |
Creative Director |
| Stefan Geschke |
Grabarz & Partner |
Creative Director |
| Jakob Eckstein |
Grabarz & Partner |
Creative Director |
| Matthias Preuss |
Grabarz & Partner |
Creative Director |
| Christian El Asmar |
Grabarz & Partner |
Art Director |
| Tim Bozek |
Grabarz & Partner |
Copywriter |
| Benedikt Lemsky |
Grabarz & Partner |
Account Manager |
| Sarvin Ejtehadi |
Grabarz & Partner |
Account Manager |
| Tim Mangels |
Grabarz & Partner |
Account Manager |
| Jörg Nagel |
Grabarz & Partner |
Production |
| Saskia Hinz |
Grabarz & Partner |
Agency Producer |
| Iwo Zakowski |
Burger King Deutschland GmbH |
Head of Marketing Communications |
| Jacqueline Burdet |
Burger King Deutschland GmbH |
Manager Marketing Communications |
| Frederike Carolin Weiss |
Burger King Deutschland GmbH |
Director Communications |
| Fernando Machado |
Burger King Deutschland GmbH |
Global Brand Manager |
| Vizeum Deutschland GmbH |
Vizeum Deutschland GmbH |
PR Agency |
| RABBICORN Films GmbH |
RABBICORN Films GmbH |
Film Production |
| SLGH Slaughterhouse Visual Manufactoring GmbH, Hamburg |
SLGH Slaughterhouse Visual Manufactoring GmbH, Hamburg |
Post Production |
| emanate GmbH |
emanate GmbH |
PR Agency |
| setup GmbH |
setup GmbH |
Communication Agency |
| Yessian Music GmbH |
Yessian Music GmbH |
Music |
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.
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.
Results
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.