Brand Experience and Activation > Brand Experience & Activation: Sectors
WUNDERMAN THOMPSON , Milan / BURGER KING / 2020
Overview
Credits
Why is this work relevant for Brand Experience & Activation?
During the Covid period brands talked in a rethoric way, with no irony nor action.
Strong from its heritage - irreverent and actual - Burger King was the only brand to propose an outside the box communication and action making people live an "alternative" solution for social distancing in a new brand experience.
Background
After the Italian lockdown, Burger King had the need to inform all customers about their restaurants' reopenings. However, all the food service industry had the same need. Therefore, it was necessary to be brave and newsworthy. Moreover, it was necessary to take into consideration the fear of the people in returning to restaurants.
Describe the creative idea
We launched the social distancing whopper, the sandwich that keeps others away from you thanks to its triple quantity of onions.
Describe the strategy
Target: 18-35 years
Approach: a far from Covid period rethoric communication and at the same time an active and irreverent communication as per Burger King style.
Describe the execution
Through a real new sandwich in store communicated through a multichannel campaign bringing people to try it in the more than 200 Burger King restaurants in italy (from May 18th first reopening day after lockdown until Sept. 2020).
List the results
The result was beyond anyone's expectations: more then 3 billion media impressions, engagement +98%, +65% in overall sales during the campaign.
Source BK internal data.
More Entries from Retail in Brand Experience and Activation
24 items
More Entries from WUNDERMAN THOMPSON
24 items