| Title | BAIT BILLBOARDS |
| Brand | BURGER KING DEUTSCHLAND GMBH |
| Product/Service | BURGER KING |
| Category |
F03. Excellence in Media Execution |
|
Entrant
|
GRABARZ & PARTNER Hamburg, GERMANY
|
|
Idea Creation
|
GRABARZ & PARTNER Hamburg, GERMANY
|
|
Media Placement
|
VIZEUM DEUTSCHLAND Wiesbaden, GERMANY
|
|
PR
|
EMANATE München, GERMANY
|
|
Production
|
TRIGGER HAPPY PRODUCTIONS Berlin, GERMANY
|
|
Additional Company
|
BURGER KING DEUTSCHLAND GMBH Hannover, GERMANY
|
|
Additional Company 2
|
SETUP GMBH München, GERMANY
|
|
Additional Company 3
|
POSTERSCOPE Hamburg, 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 |
| Henry Westcott |
Grabarz & Partner |
Art Director |
| Eduardo Balestra |
Grabarz & Partner |
Copywriter |
| Mark Hassan |
Grabarz & Partner |
Account Manager |
| Tim Mangels |
Grabarz & Partner |
Account Manager |
| Christoph Sträßer |
Grabarz & Partner |
Head of Production |
| Ivo van Riet |
Grabarz & Partner |
Agency Producer |
| Holger Rohmig |
Grabarz & Partner |
Pre-Press |
| Fernando Machado |
Burger King Corporation |
Global Chief Marketing Officer |
| Benedikt Lemsky |
Burger King Deutschland GmbH |
Head of Marketing Communications |
| Ella-Sophie Berndt |
Burger King Deutschland GmbH |
Manager Marketing Communications |
| Jasmin Mix |
Burger King Deutschland GmbH |
Senior Manager Lokales Restaurant Marketing & Special Projects |
| Marcelo Pascoa |
Burger King Deutschland GmbH |
Global Head of Brand Marketing |
| Vizeum Deutschland GmbH |
Vizeum Deutschland GmbH |
Media Agency |
| Christoph Pagels |
Vizeum Deutschland GmbH |
Director Communication Consulting |
| Nicole Sommer |
Vizeum Deutschland GmbH |
Senior Communication Consultant |
| Emanate GmbH |
Emanate GmbH |
PR Agency |
| Gina Elsholz |
Emanate GmbH |
Business Director |
| Stefan Rybkowski |
Emanate GmbH |
Senior Consultant |
| Julia Wirfler |
Emanate GmbH |
Junior Consultant |
| setup Gmbh |
setup Gmbh |
Social Media Agency |
| Posterscope Deutschland GmbH |
Posterscope Deutschland GmbH |
Out of Home Communication |
| trigger happy productions GmbH |
trigger happy productions GmbH |
Film Production |
Why is this work relevant for Media?
The first billboards that counted on vandalism to make a point could only do so because of where and when they were placed.
For two decades rioters in Berlin have been vandalising the streets of Kreuzberg on the night of 1st of May. Aware of this behaviour, we intentionally bought outdoor media sites in the area expecting them to be damaged.
Thanks to the media placement, the billboards became evidence of the chaos and our message: “Some days it’s better to stay at home”
Background
Burger King launched its Delivery Service in Germany less than two years ago and needed a low-budget idea to increase awareness of the service in Berlin.
Describe the creative idea/insights
We knew riots and acts of vandalism would take place in Kreuzberg, an area of Berlin, on the night of 1st of May, so we strategically placed billboards there, expecting vandals to repeat their behaviour and endorse our message for the delivery service. In the end, we had genuinely vandalised billboards stating: “Some days it’s better to stay at home”
Describe the strategy
Burger King has a very broad target group. And pretty much every citizen in Germany doesn’t approve of violent demonstrations caused by a few extremist rioters, so we decided to jump on that unwelcome behaviour to expose how pointless it is to damage public property. For the first time, with simple media placement, we made vandals “protesting against the system” promote a brand’s service. Who knows, next year they might think twice.
Describe the execution
On 27th of April we put the billboards up in Prinzenstrasse, Oranienstrasse and Reichenberger Strasse – all in Kreuzberg. On the 30th of April one of them had already been damaged. On the 2nd of May, after most demonstrations had taken place, all three of them were compromised. They remained exposed that way for the entire week.
List the results
+ 3.000.000 impressions
+ 34% Awareness in Kreuzberg, Berlin
+ 19% Delivery orders in Kreuzberg, Berlin (May/2018 compared to April/2018)
We turned anti-capitalist rioters into brand promoters