Title	WHOPPER® OUT OF OFFICE
Brand	BURGER KING® BELGIUM
Product/Service	WHOPPER® OUT OF OFFICE
Category	C07. Customer Acquisition & Retention
Entrant	BUZZMAN Paris, FRANCE
Idea Creation	BUZZMAN Paris, FRANCE

Name	Company	Position
Georges Mohammed-Chérif	Buzzman	President and Executive Creative Director
Thomas Granger	Buzzman	Vice - President
Julien Levilain	Buzzman	Managing Director
Louis Audard & Tristan Daltroff	Buzzman	Creative Directors
Julie Greffier	Buzzman	Artistic Director
Bastien Bouchard	Buzzman	Copywriter
Xavier Devaux Landragin	Buzzman	Account Director
Quentin Seguret	Buzzman	Account Executive
Clément Scherrer	Buzzman	Head of Strategic Planning
Amélie Juillet	Buzzman	Head of Communication & PR
Paul Renaudineau	Buzzman	PR & Communication Manager
Suzanne Langlais	Buzzman	PR & Communication Assistant
Christelle Pereira	Buzzman	Digital Producer
Manon Wojtowiez	Buzzman	Digital Assistant Producer
Hugo Daunois	Buzzman	Digital Designer
Alice Carles	Buzzman	Digital Assitant Designer
Dee Perryman	Buzzman	Rights Management
Vanessa Barbel	Buzzman	Head of TV Production
Benoit Crouet	Buzzman	TV Producer
Voir Pictures	Voir Pictures	Production
THE	THE	Sound Production
Théodore Bonnet	Théodore Bonnet	Director
Aurélien Drosne	Aurélien Drosne	Producer
Big Boss	Big Boss	Digital Production

Why is this work relevant for Brand Experience & Activation ?

This operation was set up for the summer. Because most people are on holiday, but some stay at the office and have to deal with something terrible : out of office automatic e-mails. We decided to play with it and we created the first automatic reply that is worth reading. So we created a website delivering a voucher to taunt people's colleagues and we produced a digital movie to promote all the operation.

Background

Since the beginning of 2018, Burger King Belgium has used to bounce on main event through the year. Previously, Burger King had to communicate particularly during special events such as Valentine's Day or April Fool. The brief was simple and direct. We had to do a communication operation for the summer of 2018 and so, raise the restaurant traffic / increasing the reputation of Burger King on the Belgian territory. The objective of this campaign was therefore to make a PR knock with national support in local media and needed to be strong in local traffic creation.

Describe the creative idea

Summer was here and holiday departures were increasing, along with a batch of automatic mail replies emphasizing one another’s destinations and durations… enough to enrage all those who weren't paddling in the sea… So, to make sure that your colleagues forgive you when you return from Ibiza, the Bahamas or the Maldives, we helped them forget the neon lights and the sweltering heat thanks to the first greedy and fresh automatic message. We have produced a website: whopperooo.burgerking.be. This website offered the possibility to create an extended absence message by entering the destination, the duration and a description of the holidays. A gift (Whopper or Oreo Shake) was generated automatically. You just had to copy / paste the contents of your message into your automatic response settings and insert the voucher.

Describe the strategy

To make an impactful campaign during the summer season, talking to people on holiday is good but we thought that this year we would also talk to those who couldn't leave the office. There is nothing worse than receiving an out of office e-mail from a colleague when you're fighting tooth and nails to keep up with the amount of work in the middle of August. That's why we created Ouf Of Office: the perfect way to please everyone. People on holiday could still prank their colleague with that out of office email and workers could get a Whopper / Oreo Shake for free by showing up to a Burger King with that email.

Describe the execution

To allow future holidaymakers to troll their colleagues, we made three waves of communication at regular intervals (launch in July, relaunch in August and finally last stimulus for the September's holidaymakers). In addition to promoting the website via our social networks (Facebook, Instagram and Twitter), we produced a one-minute digital film to launch the campaign. Finally, we worked with a Belgian RP agency to amplify the distribution and thus reach as many Belgians as possible.

List the results

With this campaign, we had plenty of good results. 10 millions of belgians were touched by the campaign, 4 millions thanks to the social networks and 6 millions thanks to PR & médias releases. Moreover, regarding the sales and business impact, more than 15 000 vacation-goers used our website to download a voucher. Resulting in our store traffic going up 15% on the first week of the campaign.