Less than 7% of Burger King sales in Brazil are made through the Drive-Thru, and we needed to bring some kind of experience that would invite people to this important point of sale. After all, there are more than 115 million cars in Brazil, and the brand could profit much more if Brazilians started considering going by car to BK.

The main goal was to attract Brazilians to the Burger King Drive-Thru, making this point of sale more popular among consumers. However, not just that, we needed to create an iconic way to generate spontaneous recall in people, as it was a point of sale that was almost completely forgotten.

Since the goal was to bring the Drive-Thru to people's minds, it was exactly in the heads of consumers that we found the solution. Brazil is a country with approximately 40 million bald men, and within various types of baldness, there is a very specific one that resembles a Drive-Thru.

We coined a term for this baldness, the "Bald-Thru," where there is an entrance, a place to place an order, and an exit.

In other words, we turned the heads of some bald individuals into an icon that transcended traditional communication: people looked at that type of baldness and remembered the BK drive-thru.

So we created a video content to promote on the brand's social media channels, along with a PR strategy and the use of influencers to amplify the topic.

Baldness is a topic that generates a lot of spontaneous conversation in the country. However, no brand had managed to ride this trend to direct the conversation towards a specific brand or product.

The primary audience were men with the "Bald-Thru" type of baldness, the secondary audience were any types of bald individuals, and the tertiary audience were people who knew bald individuals.

But the strategy went beyond just engaging with bald individuals. The main purpose was to turn a type of baldness into a topic that consumers would directly associate with the BK Drive-Thru, inviting their bald friends to go grab a Whopper with them.

We know that in Brazil there are approximately 40 million bald men, and probably everyone knows at least one bald person. That's why we created content to "Bald-Thru" individuals that could also generate engagement from non-bald people.

Over 200 stores were prepared for the event: employees were trained to identify the Bald Thru baldness, and there was a special operation created for these 5 days.

We created a video with the intention of entertaining and engaging people, inviting the "Bald-Thru" bald individuals to get a free Whopper at Burger King Drive Thru.

Anyone who showcased their baldness at the BK Drive-Thru would receive a free Whopper.

In addition to the launch video, we provided full campaign support on the brand's social media channels, with PR strategy, partner influencers, and with a moderate media investment.

With this win-win situation, the bald individuals got a free Whopper but ended up buying other items such as soda, fries, nuggets, and dessert. Moreover, their companions also did the same, increasing sales.

The promotion with the highest participation ever for Burger King:

+500,000 Whoppers distributed, that means +500,000 baldies in the drive-thru.

Source: Number of Whopper redemptions / BK Global Database.

+193% more people at the BK Drive-Thru.

Source: Same-Store Traffic average / March 03' vs March 04'.

Even giving free Whoppers the sales grew +32% on drive-thru sales and +22% on general sales. Because 40% of the participants bought something extra for themselves, or for the people who accompanied them inside the car.

Source: BK Brazil same store sales during promo period vs same period in 2003.

+22.000 user generated videos.

Source: Loures Consultancy (Instagram / TikTok / Kwai / YouTube / X / Facebook)