Title | THE EMOTION BURGER |
Brand | BURGER BRAND BELGUM |
Product/Service | FASTFOOD CHAIN |
Category |
A09. Creative Data Collection & Research |
Entrant
|
HAPPINESS BRUSSELS Brussels, BELGIUM
|
Idea Creation
|
HAPPINESS BRUSSELS Brussels, BELGIUM
|
Production
|
PROFACTS De Pinte, BELGIUM
|
Credits
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.