Title | LOVE CONQUERS ALL |
Brand | BURGER KING FINLAND |
Product/Service | BURGER KING |
Category |
G06. Breakthrough on a Budget |
Entrant
|
TBWA\HELSINKI, FINLAND
|
Idea Creation
|
TBWA\HELSINKI, FINLAND
|
Media Placement
|
VIRTA HELSINKI, FINLAND
|
PR
|
TBWA\HELSINKI, FINLAND
|
Production
|
TBWA\HELSINKI, FINLAND
|
Production 2
|
NAPA ARTS & LICENSING AGENCY Helsinki, FINLAND
|
Credits
Aleksi Erma |
TBWA\Helsinki |
Creative |
Matti Virtanen |
TBWA\Helsinki |
Art Director |
Mikko Pietilä |
TBWA\Helsinki |
Executive Creative Director |
Ella Komulainen |
TBWA\Helsinki |
Account Director |
Joonas Hokka |
TBWA\Helsinki |
Creative Strategist |
Melissa Kuitunen |
TBWA\Helsinki |
Content Producer |
Saana Sundberg |
TBWA\Helsinki |
Junior Communication Specialist |
Sara Pitzén |
TBWA\Helsinki |
Junior Communication Specialist |
Lara Ala-Olla |
TBWA\Helsinki |
Designer |
Ville Ruokonen |
TBWA\Helsinki |
Junior Planner |
Juho Ojala |
TBWA\Helsinki |
Planner |
Niko Hatara |
TBWA\Helsinki |
Creative Producer |
Jyrki Poutanen |
TBWA\Helsinki |
Chief Creative Officer |
Ossi Hiekkala |
Napa Arts & Licensing Agency |
Illustrator |
Maria Kozulya |
Napa Arts & Licensing Agency |
Account Manager |
Markus Rauramo |
Virta Media |
Account Director & Strategy |
Miia Backström |
Virta Media |
Digital Strategist |
Enni Rantakangas |
Virta Media |
Outdoor & Print Planner |
Kaisa Kasila |
Burger King Finland |
Brand Manager |
Kirsi Kuoppa |
Burger King Finland |
Marketing Planner |
Siru Kalpio |
Burger King Finland |
Vice President Operations |
Why is this work relevant for Media?
The campaign’s success was determined by the effective media use of a limited media budget. During a four day period, we had to maximize the campaign’s visibility, and present a highly shareable execution to the public.
We had to be brave in the use of paid media to ensure success in generating earned media. This is why we harnessed the brand equity of two brands – Burger King and McDonald’s. Bringing our competitor in paid media gave the campaign the tangibility to spread in social media.
Only one asset was made and distributed. This one-picture-strategy ensured maximum recognizability and shareability.
Background
Burger King Finland has been a partner of Pride for several years. In 2020, Pride events around the world had been cancelled, which created a void of media coverage around the topic. The brief was to come up with a creative execution and the media actions which would spread awareness of Burger King’s corporate values and Burger King’s Pride partnership.
The budget of the campaign was minimal, meaning that its success was determined by the effective media use of the media budget, and presenting a highly shareable creative execution to the public.
Describe the creative idea / insights (30% of vote)
The rivalry between Burger King and McDonald’s spans decades, and is well-known around the world. The creative idea used this relationship to promote love and equality in a way which exposed Burger King to all the discrimination sexual minorities have to face every day. By doing this, the creative truly resonates and shows that Burger King lives by its values.
A single, beautifully crafted painting was created to make justice for the important topic. A single picture strategy also maximized the campaign’s shareability.
Describe the strategy (20% of vote)
We had to be brave in the use of paid media to ensure success in generating earned media. We harnessed the brand equity of two brands – Burger King and McDonald’s. This gave the creative execution the tangibility it needed to gain traction on social media.
The media budget was used to gain maximum visibility during a four day period. Print, outdoor and Burger King’s restaurants were the chosen offline channels, which made the creative more powerful than just an online execution.
The painting is in itself a statement charged with the power to cause both uproar and praise. The strategy was built around fueling both. In addition to the paid media, we seeded the creative execution widely, also to the more conservative media. We calculated that any criticism of the painting would cause a positive counter-reaction, making more people join the conversation in defence of the important values.
Describe the execution (20% of vote)
The campaign launched on the 10th of September and was only live for the rest of the Pride week. Outdoor advertising, print, restaurants and social media were harnessed simultaneously, with the latter being the most important tool for global traction.
As the paid media channels were spreading the campaign throughout Helsinki, we approached journalists from the LGBTQ+, entertainment and mainstream media informing them about the campaign. The painting was also sent to influential figures of the LGBTQ+ community.
When the campaign started to get traction, we approached the conservative media to get the discourse going. After the campaign had become a trending topic of discussion, it started to live a life of its own – becoming a part of culture and a symbol for the values it stands for.
List the results (30% of vote)
Love conquers all made the headlines on every continent, generating an earned media value of over 10 million euros and a global reach of over 1.1 billion. It became the most talked about topic on social media during the week, earning praise but also uncovering the discriminatory attitudes rooted in society. The painting made Burger King’s corporate values a subject of global discussion. Most importantly it gave the important topic of love and equality the visibility it deserves.
Global reach: 1 101 294 552
Earned media value: 10 186 974 €
Social media hits: 22 070
News outlets: 315
Engagements: 1 098 399