THE EMOTION BURGER

TitleTHE EMOTION BURGER
BrandBURGER BRAND BELGUM
Product/ServiceFASTFOOD CHAIN
Category A03. Data-driven Consumer Product
Entrant HAPPINESS BRUSSELS Brussels, BELGIUM
Idea Creation HAPPINESS BRUSSELS Brussels, BELGIUM
Production PROFACTS De Pinte, BELGIUM
Credits
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 Creative Data?

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 idea/data solution

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 data driven strategy

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 creative use of data, or how the data enhanced the creative output

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 data driven results

Data enhanced consumer experience: A burger like no other, scientifically put together with ingredients selected by the emotions of the Belgians, captured through facial recognition. Data driven behaviour change + Business impact: In the battle of the burgers against the new disruptive players on the fastfood market, we advertised a new burger that had to drive people into Quick restaurants to try it. By letting the data put together the ultimate favourite burger of the Belgians, we knew we had won the battle of the burgers in advance: indeed, with hundreds of thousands of burgers sold, the Belgians clearly followed their emotions, creating a valuable traffic increase of 3.4% compared to competitors.