THE WHOPPER DOG

ClientBURGER KING DEUTSCHLAND GMBH
Category D01. Social Video
TitleTHE WHOPPER DOG
Product/ServiceBURGER KING
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
Name Company Position
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

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 strategy

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, they went on 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.

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 case. We also offered a special version of the film exclusively for the visually impaired.

List the results

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.