| Title | SAFE ORDER |
| Brand | BURGER KING® BELGIUM |
| Product/Service | FAST FOOD |
| Category |
B02. Use of Ambient Media: Small Scale |
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Entrant
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BUZZMAN Paris, FRANCE
|
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Idea Creation
|
BUZZMAN Paris, FRANCE
|
Credits
| Georges Mohammed-Chérif |
Buzzman |
President & Executive Creative Director |
| Thomas Granger |
Buzzman |
Vice-President |
| Julien Levilain |
Buzzman |
Managing Director |
| Louis Audard |
Buzzman |
Creative Director |
| Tristan Daltroff |
Buzzman |
Creative Director & Copywriter |
| Vincent Tavernier |
Buzzman |
Art Director |
| Xavier Devaux-Landragin |
Buzzman |
Account Director |
| Quentin Seguret |
Buzzman |
Account Executive |
| Benjamin Nollet |
Buzzman |
Account Assistant |
| Clément Scherrer |
Buzzman |
Head of Strategic Planning |
| Julien Scaglione |
Buzzman |
Head of Social Media |
| Paul Gosset |
Buzzman |
Social Media Manager |
| Amélie Juillet |
Buzzman |
Head of PR & Communication |
| Paul Renaudineau |
Buzzman |
PR & Communication Manager |
Why is this work relevant for Direct?
This work is relevant for Direct because we are actually using masks as a new media to communite through our social media and our restaurants. We produced 300 custom & durables masks for our customers.
Background
Following the multiplication of cases of covid 19 everywhere in Belgium, the government had to strengthen its policy of health measures. The government has therefore made the wearing of masks compulsory in closed public places, including all Burger King restaurants. Burger King had to put in place a solution so that its customers (in addition to the order given by the government) come to restaurants with masks. In addition, the restaurant visit should not be a constraint for consumers but something playful and fun, as always with Burger King.
Describe the creative idea (30% of vote)
With safety of their customers in mind, Burger King Belgium launched « Safe Order », an operation to encourage people to wear masks. With a mask, it is sometimes hard to make yourself heard correctly. We offered our customers masks with their favorite order printed on it, so that they don’t even have to speak.
Describe the strategy (20% of vote)
Our main target was young people because it is the most resistant population to wearing a mask in Belgium. We therefore wanted to encourage them to put on their masks where we could do something: in Burger King restaurants. We challenged our fans via our social networks to win their custom masks. So that they can go to Burger King restaurants to ordered safely.
Describe the execution (20% of vote)
The first step was to invite our fans via our social networks (1 Facebook Caroussel post + 1 Instagram Story) to post their favorite order in the comments and trying to win their custom masks. The second step was the selection of our best & creatives fans in order to have their masks delivered to them with their favourite menu written on it. And the last step was to let our 300 fans go to Burger King restaurants with their custom masks and ordered safely. But they just had to remember to take off their mask to eat..
List the results (30% of vote)
> 31 million media impressions
> 30 million impressions thanks to PR
> 1 million impressions thanks to social media
> 117 media parutions
> 5000 shares on social media
> 300 masks printed