| Title | THE WHOPPER DOG |
| Brand | BURGER KING DEUTSCHLAND GMBH |
| Product/Service | BURGER KING |
| Category |
B01. Talent: Film, Series & Audio |
|
Entrant
|
GRABARZ & PARTNER Hamburg, GERMANY
|
|
Idea Creation
|
GRABARZ & PARTNER Hamburg, GERMANY
|
|
Media Placement
|
VIZEUM DEUTSCHLAND Wiesbaden, GERMANY
|
|
PR
|
EMANATE München, GERMANY
|
|
Production
|
HESSE STUDIOS Berlin, GERMANY
|
|
Production 2
|
BIGFISH FILMPRODUKTION Berlin, GERMANY
|
|
Additional Company
|
BURGER KING DEUTSCHLAND GMBH Hannover, GERMANY
|
|
Additional Company 2
|
SETUP GMBH München, GERMANY
|
Credits
| Ralf Heuel |
Grabarz & Partner |
CCO |
| Tobias Ahrens |
Grabarz & Partner |
Group CD |
| Matthias Preuss |
Grabarz & Partner |
Creative Director |
| Jakob Eckstein |
Grabarz & Partner |
Creative Director |
| Jan Stempfle |
Grabarz & Partner |
Art Director |
| Ludwig Neumerkel |
Grabarz & Partner |
Graphic Artist |
| Mark Hassan |
Grabarz & Partner |
Account Manager |
| Tim Mangels |
Grabarz & Partner |
Account Manager |
| Marion Stöber |
Grabarz & Partner |
Account Manager |
| Saskia Hinz |
Grabarz & Partner |
Agency Producer |
| Fernando Machado |
Burger King Corporation |
Global Chief Marketing Officer |
| Marcelo Pascoa |
Burger King Corporation |
Global Head of Brand Marketing |
| Benedikt Lemsky |
Burger King Deutschland GmbH |
Head of Marketing Communications |
| Ella-Sophie Berndt |
Burger King Deutschland GmbH |
Manager Marketing Communications |
| Friderike Carolin Weiss |
Burger King Deutschland GmbH |
Director Communications |
| Tobias Perse |
Bigfish Filmproduktion GmbH |
Director |
| Vizeum Deutschland GmbH |
Vizeum Deutschland GmbH |
Media Agency |
| Emanate GmbH |
Emanate GmbH |
PR Agency |
| setup Gmbh |
setup Gmbh |
Social Media Agency |
| Hesse Tonstudio |
Hesse Tonstudio |
Sound Studio |
| Bigfish Filmproduktion GmbH |
Bigfish Filmproduktion GmbH |
Film Production |
| Kai Reuter |
Grabarz & Partner |
Copywriter |
Why is this work relevant for Entertainment?
The Whopper Dog case highlights Burger King’s most iconic brand feature: flame-grilling. And for the first time, we showed that this brand feature is not only about taste, but also about scent. And we did this for a very special need: Because a visually impaired Whopper lover asked us to help him out. All these unique ingredients have resulted in a emotional case that entertains the audience in many different ways.
Background
Burger King's Whopper is one of the world’s most famous burgers. Millions of people love him. Though what if you're a Whopper lover but can't find the way to your favorite burger restaurant in a foreign city – because you're blind. You write an e-mail to Burger King, asking them for a little help.
Describe the creative idea
We gave the guide dog of the blind Whopper lover Nathan Tree a special training. So that he can lead his owner on travels to the nearest Burger King restaurant. For 15 days professional dog coaches of the Essex dogs training centre trained Nathan’s dog to detect the scent of flame grilled beef. Since dog noses posses up to 220 million scent receptors, they actually succeeded in training him this special skill. Then, their next trip – to Paris – Nathan gave the command and his four-legged friend led him to his favorite burger restaurant. So Nathan could enjoy his much-loved flame grilled burger. We documented the whole process and created an emotional online film.
Describe the strategy
Our target group basically consisted all Whopper fans. But with this case we also addressed another, more specific target group: visually impaired people. We published the regular campaign film on Facebook, YouTube and Instagram. And we also had special version for the visually impaired on YouTube. So we offered various touchpoints to make burger fans aware of the film. Furthermore, we offered a forum for the discussions about the topic of (digital) accessibility. This way generating PR through various media all over the world.
Describe the execution
To make sure that dogs can really master our task, we talked to numerous dog experts and contacted societies for the blind in advance. Finally we found a dog school where all conditions would fit. Then we trained Nathan's guide dog for 15 days with the help of longtime professional dog coaches – and joined Nathan and his dog on their trip to Paris for the first field test. We documented the whole process and created an emotional online film. The release of the online film on Youtube, Facebook and Instagram started our pr case. We also offered a special version of the film exclusively for the visually impaired.
Describe the outcome
The Whopper Dog case archieved over 120.000.000 media impressions. Leading to earned media worth about 6.100.000 € ($ 7.400.000). Plus, 78%?of all recipients consumed the film until the very end. Which is an extremly high completion rate. But most importantly: We also had people talking about the topic of (digital) accessibility.