| Title | WHOPPER GATE |
| Brand | BURGER KING BELGIUM |
| Product/Service | BURGER KING BELGIUM |
| Category |
B10. Use of Digital Platforms |
|
Entrant
|
BUZZMAN Paris, FRANCE
|
|
Idea Creation
|
BUZZMAN Paris, FRANCE
|
|
Production
|
BUZZMAN Paris, FRANCE
|
|
Production 2
|
NEUVIÈME PAGE Paris, FRANCE
|
Credits
| Kevin Derycke |
BURGER KING® BELGIUM |
CEO |
| Dirk Lammens |
BURGER KING® BELGIUM |
Marketing Director |
| Raphaël Duvivier |
BURGER KING® BELGIUM |
Business Development |
| Vic Dresen |
BURGER KING® BELGIUM |
Brand Director |
| Georges Mohammed- Chérif |
BUZZMAN |
President and Executive Creative Director |
| Thomas Granger |
BUZZMAN |
Vice-President |
| Julien Levilain |
BUZZMAN |
Managing Director |
| Louis Audard |
BUZZMAN |
Creative Director |
| Tristan Daltroff |
BUZZMAN |
Creative Director |
| Louis Audard |
BUZZMAN |
Artistic Director |
| Tristan Daltroff |
BUZZMAN |
Copywriter |
| Xavier Devaux Landragin |
BUZZMAN |
Account Director |
| Valentin Allard |
BUZZMAN |
Account Executive Assistant |
| François Phan |
BUZZMAN |
Head of Digital & Innovation |
| Christelle Pereira |
BUZZMAN |
Digital Production |
| Tony Tran |
BUZZMAN |
Digital Artistic Director & Ilustrator |
| Théo Berdrin |
BUZZMAN |
Motion Designer |
| Neuvième Page |
Neuvième Page |
Digital Studio |
| Vanessa Barbel |
BUZZMAN |
Head of TV Production |
| Benoît Crouet |
BUZZMAN |
TV & Print Production |
| Julien Scaglione |
BUZZMAN |
Head of Social Media |
| Alexandre Ponte |
BUZZMAN |
Social Media Manager |
| AMELIE JUILLET |
BUZZMAN |
Head of PR & Communication |
| Victoria Morin |
BUZZMAN |
PR & Communication Assistant |
| Kenza Bennani |
BUZZMAN |
PR & Communication Assistant |
The Campaign
We created a simple voting website.
When people arrived on the site, it urged them to elect the true King of the land.
They had to choose between King Philippe and Burger King.
If people tried to vote for Philippe, there were a few jokes to try to dissuade them.
The site is visible here : http://whostheking.neuviemepage.com/
And when the Palace reacted (what we actually had dreamed of), we had to be quick. We were hoping they would react, but we didn't think they'd be that mad. So we had to make things right, and we decided to abdicate by removing the "KING" in our logo.
Creative Execution
We had one goal, and one goal only : go viral. We knew this would have to be a PR coup, we didn't have any budget to launch a huge campaign. The operation was for everyone, every Belgian, as we just wanted to pass the message : Burger King is coming. The message was willingly broad, no specifics needed. Every canal was relevant.
More than 1 billion impressions (we lost count of the PR releases, there were articles in major newspapers all across Europe, the USA, in India, in Saudi Arabia, Israel, Japan...) One of the most successful openings in Europe, as the kitchen was out of food by 8pm.
We manage to make the more noise possible around Burger King's opening in Belgium with very few budget and only a dedicated website.
Insights, Strategy and the Idea
Two main targets were pursued with this activation:
1/ our current clients to whom we wanted to present our complete burgers' range and encourage additional selling
2/ new potential clients, attracted by the hard promotion (only 2€), that we aimed to recruit and convert as regular clients once they’ve tried our burgers.
To reach them and drive trafic in store, we built an integrated media plan mixing a mass media (TV, OOH and DOH, VOL) and a more tactical approach (social media, mobile banners, SEA, in store communication) in order to guide our clients and prospects's purchase funnel.