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Google Home of The Whopper

Google Home of The Whopper | Burger King | David
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basics
Industry: Food
Media:Ambient & Interactive
Market:United States
Style: Minimalism
descriptioncnen
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 mil-lion 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 mil-lion 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
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 made our intention clear, 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 Homes were activating again.
Synopsis

The Whopper is Burger King’s signature sandwich. It’s full of fresh ingredients and great taste qualifiers, so many that it can be difficult to get them all in to a traditional TV commercial. Especially when you only have :15 seconds, which is Burger King’s typical unit length. And despite doing things such as flame grilling our beef in the Whopper since 1954 and cutting the toppings fresh daily, many Americans still don’t recognize these as what make the Whopper and Burger King different from our closest competitors. There-fore, we jump at the opportunity to highlight this point of difference within our competitive set anytime we can.
Strategy

Don’t take our word for it. We knew having a third party verify our claims would add validity and ultimately taste appeal to our Whopper message. Google Home is a smart home center 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 was already a concern amongst people about how intrusive these devices could become. Therefore 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.
Relevancy

The idea blended traditional and new media thinking – along with cross-platform integration – to deliver the first ever commercial that used a voice-activated virtual assistant to extend the length & impact of a traditional media buy outside the confines of a ''15 TV spot. By speaking to a device that is always listening, the Google Home, Burg-er King tapped into a new media channel to finally deliver the full message about The Whopper. BK turned voice-activated assistants – an entire new media platform – into spokespeople for the brand, starting a debate around intrusiveness and the limits of advertising.
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. 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 intentionally activated the Google Home in order to finish the message, effectively turning our :15 second commercial into a :30 that started on TV and ended on the device?So we aired a TV spot 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. Basically, Google Home devices were now a new media platform for our brand.
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 2017
Gold Mobile
Cross-device Campaign
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
Shortlist Media
Use of Integrated Media
Cannes Lions International Festival of Creativity 2017
Shortlist Mobile
Connected Devices
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