汉堡的谷歌之家 | Google Home of the Whopper
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| 基本信息 | |
| 行业: | 食品 |
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| 媒体: | 网络 |
| 投放: | 美国 |
| 语言: | 英语 |
| 说明cnen |
| Execution We weren’t sure how long Google would allow our activation to work on their device, therefore everything was set to happen around a 24 hour period. The ''15 commercial makes it clear our intention, to ask Google to tell the viewer about the Whopper through their Google Home device. This search is set off when our talent says into the camera “Okay Google” telling the device to react to what is said next “what is The Whopper burger?” At this point, any Google Home device within earshot would read aloud the Wikipedia entry for the Whopper. We first released the advert online, setting off a big internet response. So much so, Google blocked the specific audio clip hours later, ahead of our broadcast debut. But we were ready with other versions, so that Google wouldn’t have time to respond to block these and the Google Home was activating again. Strategy Don’t take our word for it. We knew having a third party verify our claims would add va-lidity and ultimately taste appeal to our Whopper message. Google Home is a smart home centre which lets its owners ask questions and check facts pulled from Wikipedia. Therefore, when we activated the Google Assistant search in the device, the result would come from Wikipedia’s entry for the Burger King Whopper and be validated by the site’s entry. And despite the small install base, there had been other widely reported instances of these smart home devices being set off by things they overheard. There-fore we felt the right activation had the chance to transcend the install base and become a buzz-worthy story, thereby spreading the Whopper message well beyond the media buy. CampaignDescription Voice activated devices such as Google Home are gaining adoption within US House-holds, with many keeping these devices in their living rooms near their TVs or computers.These devices are always listening to what is happening around them, which makes them useful for their owners who can ask them to check the weather or search for facts online. Which gave us the idea: what if a TV spot and online film intentionally activated the Google Home in order to finish the message, effectively turning our ''15 second commercial into a ''30 that started on TVs and computers, and ended on the device? So we aired a film that ended with the question: “Ok Google, what is in the Whopper Burger?” and managed to trigger thousands of devices that started reading all the list of ingredients from The Whopper’s Wikipedia page. Synopsis Burger King’s signature sandwich, The Whopper, is full of fresh ingredients and taste qualifiers – so many that they can’t possibly fit inside a pre-established :15 second US media buy on television. So to extend a ''15 TVC for The Whopper, we turned to the voice-activated virtual assistant Google Home, and intentionally activated it to finish our message by reading The Whopper’s Wikipedia entry. What followed became the first ever commercial that used a voice-activated virtual assistant to extend the length & impact of a TVC. Some called it genius, others called it invasive. But the consensus was clear: with a ''15 second TVC, Burger King had started a debate around the vulnerability and intrusiveness of voice-activated assistants, and their role in advertising’s never-ending quest to enter the living room, while successfully putting The Whopper’s fresh ingredients and taste qualifiers on the tips of billions of tongues. Outcome The idea earned 9.3 billion global impressions. It became a global trending topic on YouTube, Facebook, Twitter, and Google Trends, making it Burger King’s most talked about TV spot and most engaged video in the brand’s history. The spot earned $35 million in US media, and created a 500% increase in brand mentions. Within 48 hours of initial launch, the spot was viewed organically 10 million times online. It totaled 15 million online-only views, vs. the 700,000 Google Home devices it targeted. Burger King became the first brand ever to use voice-activated tech to advertise a product, and started a debate around the limits of advertising and invasive technology. Within days after the spot aired, Google Home changed its software to recognize up to 6 voices only.Sources:CisionABMCWeber ShandwickHawkeye MonitoringKetchumCode & TheoryCrimson HexagonYouTube Twitter Insights DashboardFacebook TrendsGoogle Trends |
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| 其他职位: | Entrant Company: DAVID, Miami, USA Additional Company: COSMO STREET, New York, USA Additional Company: BURGER KING, Miami, USA Global Chief Marketing Officer, Fernando Machado, Burger King Strategy Director, Jon Carlaw, DAVID Miami Head of Global Production, Veronica Beach, DAVID Managing Director, Head of Account, Paulo Fogaça, DAVID Miami Sr. Business Affairs Manager, Barbara Karalis, DAVID Miami Account Planner, Matías Candia, DAVID Miami Executive Producer, Jasper Thomlinson, Caviar Assistant, Habib Semaan, Cosmo Street Artist & Colorist, Shinya Sato, Cosmo Street Lead Marketing Communications, Diego Suárez, Burger King |
| 奖项 | |
 | 戛纳国际创意节 2018 金奖 社交媒体与网红 Innovation > Emerging Platforms |
|---|---|
 | D&AD 2018 黄铅笔 广播与音频 Innovative Use of Radio & Audio |
| D&AD 2018 石墨铅笔 数字营销 Innovative Use of Technology |
 | The One Show 2018 金铅笔 直效 Innovation in Direct |
| The One Show 2018 金铅笔 社交媒体 Social Engagement / Community Building |
| The One Show 2018 金铅笔 社交媒体 Innovation in Film / Online |
| 戛纳国际创意节 2017 大奖 直效 Use of Broadcast |
| 戛纳国际创意节 2017 金奖 直效 Use of Technology |
| 戛纳国际创意节 2017 金奖 移动应用 Cross-device Campaign |
| 戛纳国际创意节 2017 银奖 网络 Cross-device Campaign |
| 戛纳国际创意节 2017 银奖 直效 Retail, e-Commerce, Restaurants & Fast Food Chains |
| 戛纳国际创意节 2017 银奖 娱乐 Excellence in Audience Engagement or Distribution Strategy for Branded Content |
| 戛纳国际创意节 2017 银奖 移动应用 Real-time Response |
| 戛纳国际创意节 2017 银奖 移动应用 Activation by Proximity |
| 戛纳国际创意节 2017 铜奖 创意数据 Data Storytelling |
| 戛纳国际创意节 2017 铜奖 网络 Interactive Video |
| 戛纳国际创意节 2017 铜奖 网络 Innovative Use of Social or Community |
| 戛纳国际创意节 2017 铜奖 媒介应用 Use of TV |
| 戛纳国际创意节 2017 铜奖 媒介应用 Use of Audio Platforms |
| 戛纳国际创意节 2017 铜奖 推广活动 Retail, e-Commerce, Restaurants & Fast Food Chains |
| 戛纳国际创意节 2017 入围 设计 Omni-channel Experience |
| 戛纳国际创意节 2017 入围 数字制作 Rich Media |
| 戛纳国际创意节 2017 入围 直效 Use of Digital Platforms |
| 戛纳国际创意节 2017 入围 媒介应用 Use of Integrated Media |
| 戛纳国际创意节 2017 入围 移动应用 Connected Devices |
| 戛纳国际创意节 2017 入围 钛狮 Titanium |
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