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A Day Without Whopper

A Day Without Whopper | 汉堡王 | Burger King | David
下载原始文件 下载原始文件 JPG | 2048x1306px
基本信息
行业: 食品
媒体:推广与活动
投放:阿根廷
风格: Minimalism
说明cnen
Synopsis
Every July BURGER KING® holds an anual charity event with quite a lot of success. Four months later, on November 10th, it was McHappy Day in Argentina, the day when all sales from McDonald’s BIG MAC are donated to help children with cancer. So far, no news there. But this year BURGER KING® decided to let differences aside and help their competitors. A bold move that might steal a little bit of attention on a day when every media is talking about Mc Donald’s.
Strategy
By letting rivalry aside we were able to join a conversation that would otherwise be just about our competitor. Without stealing the show, only showing up with a loveable brand activation. The target audience was anyone who would go into one of the 107 BURGER KING restaurants nationwide and asked for a Whopper. We simply explained them what Mc Happy day is all about, the importance of collaborating and finally invited them to go to Mc Donald’s. It’s important to notice that 80% of our stores are located at walking distance from our competitors, in most cases just across the street.
Relevancy
The brand surprises guests in store with a bold proposition: go to our competitor's instead and help them on their charity rally. It's the un experience in fact but it says a lot about our Brand.
Outcome
We sold 0 Whopper in 107 restaurantes nationwide McDonald’s sold 73.437 more Big Mac’s than 2016. Our average daily Whopper tickets nationwide is between 55-60K. Considering the increment we asume we had a lot to do with 2017 being a record year for McHappy Day in Argentina. Mc Donalds openly publishes results of the action to thank the people that participated. Numbers are official. Media results: 206m impressions - 90% organic The news was covered by main National and Internacional media. 100% positive reaction on Instagram, 85% on Twitter and 80% on Facebook (benchmarks 60%)
Execution
November 10th. On Mc Happy day BURGER KING refused to sell their flagship burger. “DAY WITHOUT WHOPPER” was activated in each of the 107 restaurants nationwide. It was announced in stores, on national newspapers and social media. Some clients got angry of course, but most of them understood it all was for a good reason.
CampaignDescription
BURGER KING stopped selling the Whopper on Mc Happy Day and encouraged guests to go eat at Mc Donald’s instead for a noble cause. They called it “A DAY WITHOUT WHOPPER”.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2018
入围 品牌体验与激活
Live B2C Brand Experience or Activation
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