Year of COVID-19 pandemic. A denialist president, with a public policy that

didn’t encourage Brazilians to stay at home, in charge of the country. Lack of

consent between the authorities, commercial pressure and risky behavior of

the population provoked the loss of lives and financial damage. In may/2020

Brazil became the 3rd country in daily confirmed cases (1).

Once again Burger King challenged itself to bring a social vision linked to a business goal and thus

positively impact the country, encouraging isolation adherence. The challenge

was huge, if even the Government couldn’t keep people at home during the

pandemic, could a fast-food chain do so?

(1) Source 05/18/2020 - “With more than 250 thousand people contaminated,

Brazil is the 3rd country in covid-19 cases” - Data Johns Hopkins

Staying home pays off - and Burger king proved that. We gamified the process of staying at home, transforming the isolation time into BK benefits. To know if people were in isolation or not we used a tool that was always with them: their smartphones. BK’s app monitored people that registered and, according to the uninterrupted time they stayed at home, they automatically won BK product vouchers, better products each time.

Data from the Health Ministry showed that 1 in every 5 Brazilians had broken isolation

because they were tired of staying at home *.

To make the situation worst, some local governments were already talking

about flexibility and opening of commerce - which ended up making people

more likely to leave their homes **.

* Source: HuffPost Brasil - 05/29/2020 - “1 in every 5

Brazilians broke isolation because they were tired of staying at home, says

research” STRATEGY (question 2B)

** Source: UOL - 05/27/2020 - “São

Paulo extends quarantine for 15 days, but announces isolation flexibility”

To encourage the app’s download, the campaign was digitally activated through Hero movie on YouTube, Facebook and Instagram. We sent press kits to 20 influencers containing pajamas printed with

the BK logo as a fun way to promote the idea of staying home. A PR strategy helped togive even more awareness to the campaign.

In 27 days of campaign its social impact was proved: 238.000 * participants stayed home avoiding that other thousands of people were infected. +19% above the expected goal. The isolation time lasted 3 to 15 days, with the majority of people staying 3 to 7 days isolated at home. With an average of 8 days* of isolation per registered user in the campaign, 306.697* rewards were distributed to the participants that were motivated to stay home.

In the business point of view, app downloads increased 840% (vs the goal of 50%) in period media was aired, 4x higher than the expected. Burger King’s app was the 2nd most downloaded of the category during the campaign, losing only to iFood(food delivery app), which means a lot during the pandemic scenario. 31.4MM people were impacted by the campaign.

* Source: Burger King

** Source: Loures / BK Press Office

*** Source: Facebook