Title	THE EMOTION BURGER
Brand	BURGER BRAND BELGUM
Product/Service	FASTFOOD CHAIN
Category	D01. Touchpoint Technology & Tech-led Brand Experience
Entrant	HAPPINESS BRUSSELS Brussels, BELGIUM
Idea Creation	HAPPINESS BRUSSELS Brussels, BELGIUM
Production	PROFACTS De Pinte, BELGIUM

Name	Company	Position
Dirk Lammens	Quick Burger Brands Belgium	Head of Marketing
Dominique De Vogelaere	Quick Burger Brands Belgium	Brand Manager
Evelyne De Groeve	Quick Burger Brands Belgium	Marketing Manager
Dorrit Wouters	Quick Burger Brands Belgium	Food Product Developer
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
Barbara Dzikanowice	Happiness / An FCB alliance	Creative Content Director
Pascal Kemajou	Happiness / An FCB alliance	Group Account Director
Gitta De Vos	Happiness / An FCB alliance	Account Manager
Valentine Reuse	Happiness / An FCB alliance	Account Manager
Amber Verberckmoes	Happiness / An FCB alliance	Account Executive
Tadas Maksimovas	Happiness / An FCB alliance	Art Director
Bart Vande Maele	Happiness / An FCB alliance	Agency Producer
Remke Faber	Happiness / An FCB alliance	Head of Motion
Lisa Gadeyne	Happiness / An FCB alliance	DOP
Sumi Arcos Mina	Happiness / An FCB alliance	DOP
Simon Schuurman	Happiness / An FCB alliance	Editor
Kassandra Donia	Happiness / An FCB alliance	DTP
Jelle Demanet	Profacts Impulse Labs	Data Analyst

Why is this work relevant for Brand Experience & Activation ?

Belgium's favourite fastfood chain, Quick, decided to put together Belgium's favourite burger: The Preferred. The first burger designed by the emotions of the people. Together with a leading data-driven market research company, we got a panel together that is statistically representative of Belgium's population, taking into account age, gender, geography, cultural and economical background. While looking at ingredients without knowing what for, facial recognition software detected every micro-expressions a face can do and measured the intensity of the emotions associated with them. The data then determined the recipe of the Preferred, a new burger available in all Quick restaurants.

Background

The burger market's been disrupted from all sides in Belgium recently, leading to a battle of burgers to get people into restaurants. That's why Belgium's favourite fastfood chain, Quick, decided to put together Belgium's favourite burger: The Preferred. The first burger designed by the emotions of the people. Together with a leading data-driven market research company, we got a panel together that is statistically representative of Belgium's population, taking into account age, gender, geography, cultural and economical background. While looking at ingredients without knowing what for, facial recognition software detected every micro-expressions a face can do and measured the intensity of the emotions associated with them. The data then determined the recipe of the Preferred, a new burger available in all Quick restaurants. Thanks to the data gathered on how Belgians would react emotionally to seeing this burger, the battle of the burgers was won in advance! (objective=trafic to restaurants)

Describe the creative idea

The burger market's been disrupted from all sides in Belgium recently, leading to a battle of burgers to get people into restaurants. That's why Belgium's favourite fastfood chain, Quick, decided to put together Belgium's favourite burger: The Preferred. The first burger designed by the emotions of the people. Together with a leading data-driven market research company, we got a panel together statistically representative of Belgium's population, taking into account age, gender, geography, cultural and economical background. While looking at ingredients without knowing what for, facial recognition software detected every micro-expressions a face can do and measured the intensity of the emotions associated with them. Eye squinting, pupil dilation, nose crinkling, lip compression, and eyebrows furrowing all contributed to selecting our ingredients. The data then determined the recipe of the Preferred, a new burger available in all Quick restaurants. Quick's baseline "Your Quick. Your Taste" was now completed with "Your Burger."

Describe the strategy

Quick's baseline is "Your Quick. Your Taste." It translates the popularity and proximity of Quick to all Belgians. It is the country's favourite fastfood chain. That's why it is so relevant to scientifically analyse the emotions of the Belgians towards ingredients in order to put together the ultimate favourite burger of the Belgians. The Préféré (The Preferred burger) completes the baseline: Your Quick. your Taste. Your Burger.

Describe the execution

Facial recognition emotion measurement on sample representative of Belgian popultaion: >>> 507 people representing gender, age, geographical, economical & cultural background Basic human emotions measured: >>>happiness, suprise, disgust, fear, sadness, anger Ingredients shown: >>>white/crispy/wholegrain bun, radish, red/white onions, gherkin, mushroom, tomato, brussels sprouts, cucumber, garlic, emmental, bleu cheese, mozzarella, cheddar, comté, chicken breast, fish, beefburger, bacon, ham sausage, white sausage, blackpudding, chicory, cress, endive, rucola +sauces: >>>ketchup, garlic, cheese, curry, béarnaise, samurai, thousand island, andalouse, tartar, mustard, pesto, pepper, BBQ Results: >>>Based on the emotional index, the ingredients were either 'liked', 'rejected' or had 'mixed feelings'. From the different categories, the favourite ingredients that came out to constitute the recipe were: >>>bread: crispy bun >>>vegetables: tomatoes >>>protein: beefburger >>>cheese: mozzarella >>>added protein: smoked ham The Preferred became the new burger from Quick, launched in the whole country with a multimedia campaign: TV, outdoor, digital out-of-home, digital, social, point-of-sale

List the results

Beyond the media attention, the main goal was to create traffic to restaurants. And yes, the customers followed their emotions: with hundreds of thousands of burgers sold, traffic to Quick restaurants increased by a very valuable 3.4% compared to competitors. Of course, we knew this would be the case, because thanks to the data, the battle of the burgers was won in advance!