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Google Home of the Whopper

basics
Industry: Food
Media:Cyber
Market:United States
Language:English
Style: Minimalism
descriptioncnen
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
credit
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Other credit: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
awards
Cannes Lions International Festival of Creativity 2018
Gold Social & Influencer
Innovation > Emerging Platforms
D&AD 2018
Yellow Pencil Radio & Audio
Innovative Use of Radio & Audio
D&AD 2018
Graphite Pencil Digital Marketing
Innovative Use of Technology
The One Show 2018
Gold Pencil Direct Marketing
Innovation in Direct
The One Show 2018
Gold Pencil Social Media
Social Engagement / Community Building
The One Show 2018
Gold Pencil Social Media
Innovation in Film / Online
Cannes Lions International Festival of Creativity 2017
Grand Prix Direct
Use of Broadcast
Cannes Lions International Festival of Creativity 2017
Gold Direct
Use of Technology
Cannes Lions International Festival of Creativity 2017
Gold Mobile
Cross-device Campaign
Cannes Lions International Festival of Creativity 2017
Silver Cyber
Cross-device Campaign
Cannes Lions International Festival of Creativity 2017
Silver Direct
Retail, e-Commerce, Restaurants & Fast Food Chains
Cannes Lions International Festival of Creativity 2017
Silver Entertainment
Excellence in Audience Engagement or Distribution Strategy for Branded Content
Cannes Lions International Festival of Creativity 2017
Silver Mobile
Real-time Response
Cannes Lions International Festival of Creativity 2017
Silver Mobile
Activation by Proximity
Cannes Lions International Festival of Creativity 2017
Bronze Creative Data
Data Storytelling
Cannes Lions International Festival of Creativity 2017
Bronze Cyber
Interactive Video
Cannes Lions International Festival of Creativity 2017
Bronze Cyber
Innovative Use of Social or Community
Cannes Lions International Festival of Creativity 2017
Bronze Media
Use of TV
Cannes Lions International Festival of Creativity 2017
Bronze Media
Use of Audio Platforms
Cannes Lions International Festival of Creativity 2017
Bronze Promo & Activation
Retail, e-Commerce, Restaurants & Fast Food Chains
Cannes Lions International Festival of Creativity 2017
Shortlist Design
Omni-channel Experience
Cannes Lions International Festival of Creativity 2017
Shortlist Digital Craft
Rich Media
Cannes Lions International Festival of Creativity 2017
Shortlist Direct
Use of Digital Platforms
Cannes Lions International Festival of Creativity 2017
Shortlist Media
Use of Integrated Media
Cannes Lions International Festival of Creativity 2017
Shortlist Mobile
Connected Devices
Cannes Lions International Festival of Creativity 2017
Shortlist Titanium
Titanium
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