Because we made 500,000 bald people go to the drive thru stores by just renaming a very popular kind of baldness. The most unexpected and effective call-to-action Burger King ever made to bring more people to a specific point of sale.

By celebrating this specific characteristic and even offering Burger King's most iconic sandwich exclusively to bald individuals, we are providing a very direct experience that is immersive and has sparked significant consumer engagement.

But when crazy things started to happen, like people shaving their own heads, we decided to open the promotion and celebrate all kinds of baldness.

In Brazil, there are over 40 million bald people, and this topic is a hot topic in the country. There are a lot of memes exploring baldness styles.

However, less than 7% of Burger King sales are made through the Drive-Thru, meaning it is the least popular point of sale for BK.

So we found a parallel between the Drive-Thru and a specific type of baldness, and we turned it into an exclusive experience for these people at Burger King.

Once we needed to bring people to the BK Drive-Thru, we launched a campaign focused on a large part of the population, using humor, provocations, and generating significant engagement.

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.

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 humorous content that informed "Bald-Thru" individuals about the promotion, but that could also generate engagement from non-bald individuals by encouraging them to share the video with their bald friends, tagging them in Burger King's posts, etc.

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)

Baldness is a curious characteristic, and in the Brazilian context, people have various nicknames based on their baldness.

Those with no hair on their heads are called Mr. Clean or Chrome Dome. Those with only a patch on the top of their heads may be called Ringer Bald or Friar Tuck.In short, there's the Peekaboo Patch, the Hairline Hijack, the U-Shaped Scalp... Among so many names, we created a special one for consumers who can't get the BK Drive-Thru out of their heads: Bald-Thru. Why? Because it has an entrance, a place to order, and an exit, just like the BK Drive-Thru.

It was a humorous solution to attract consumers' attention and generate buzz on social media, without denigrating the image of bald individuals. In fact, it was a great tribute to Brazilian bald people, very well received by the community.