TANK

ClientQUICK BURGER BRANDS BELGIUM
Category D01. Social Video
TitleTANK
Product/ServiceFAST FOOD CHAIN
Entrant HAPPINESS BRUSSELS, AN FCB ALLIANCE Brussels, BELGIUM
Idea Creation HAPPINESS BRUSSELS, AN FCB ALLIANCE Brussels, BELGIUM
Credits
Name Company Position
Dirk Lammens Quick Burger Brands Belgium Head of Marketing
Dominique De Vogelaere Quick Burger Brands Belgium Brand Manager
Kim Pepermans Quick Burger Brands Belgium Brand Coordinator
Karen Corrigan Happiness / An FCB alliance Executive Creative Management
Geoffrey Hantson Happiness / An FCB alliance Chief Creative Officer
Philippe Fass Happiness / An FCB alliance Creative Director
Niels Sienaert Happiness / An FCB alliance Concept Provider
Tim Schoenmaeckers Happiness / An FCB alliance Concept Provider
Pascal Kemajou Happiness / An FCB alliance Group Account Director
Nathalie Duchatelet Happiness / An FCB alliance Account Manager
Barbara Dzikanowice Happiness / An FCB alliance Creative Content Director
Eline Goethals Happiness / An FCB alliance Strategic Planner / Connectivity Planner
Gitta De Vos Happiness / An FCB alliance Account Executive
Remke Faber Happiness / An FCB alliance Motion Designer
Bart Vande Maele Happiness / An FCB alliance Agency Producer
Jean-Pierre Delepeleire Tank-operator Tank-operator

The Campaign

It doesn’t really come as a surprise if we state that Belgium’s National Day is kind of the same every year: the King’s speech. Formal national ceremonies. And the national military parade. However, this year, few minutes after the military parade somebody posted an instant hit on Facebook: a Belgian tank and its soldiers passing by the Drive in at Quick to get some fries and burgers! The Facebook post quickly conquered the internet. It soon became the main topic on all National TV channels and in all national newspapers (before conquering international media like ‘Daily Mail’ and ‘Viral Hog’ later that week).

Creative Execution

So, what happened? Just a few hungry soldiers after the military parade? Of course not. We hacked National Day by orchestrating a tank and a few military ‘actors’ to pass by the Quick Drive in. We asked an ‘arbitrary’ civilian to film the scene, post it to Facebook while tagging Quick Belgium, of course. And off it went. Quick re-posted few hours later to make it go even faster. So, while all brands were trying to get attention on Belgian National day with some beautiful ads in the newspaper, the Belgian iconic brand Quick was actually the only brand that was talked about, via the power of social and content. The next day Quick obviously claimed it was an advertising stunt. The audience engaged and loved it.

3.015.273 combined views (original post + Quick re-post) A combined reach of over 42 million people. 30.075 likes Thousands of comments. (93% positive) National Day became the day with the biggest search queries on ‘Quick’ from 2015 to date. A 268% uplift to the Quick website.

We knew that Facebook post would come and that Quick would be tagged in it. So, we were all set to put some paid behind the re-post of the original Facebook post. By doing so, reaching our core target audience.

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