NOTICE

The file is temporarily not accessible. Please try later!

NOTICE

The current file is MB in size and your download remaining (MB) is not sufficient.

Your monthly download limit(150MB) will reset 12:01 a.m. GMT on the 1st of each month.

NOTICE

Considering bandwidth cost, WELOVEAD provides limited free download service.

Please notice the following before downloading the file.

Befor Download MB
File size MB
After download MB

NOTICE

Due to busy traffic of our server for this moment, please wait seconds before you are able to download again.

Whopper Gate

basics
Industry: Food
Media:Cyber
Market:France
Style: Minimalism
descriptioncnen
Synopsis
This operation was set up for Burger King's arrival in Belgium. There was no specific brief on the subject from the client, except ""make some noise"". We knew this would have to be a PR coup, we didn't have any budget to launch a huge campaign. The funny thing is, it was probably our outsider French agency's point of view that led us to imagine something like this. As Belgians themselves wouldn't think of mocking their own King.
Strategy
The operation was for everyone, every Belgian, as we just wanted to pass the message : Burger King is coming. The message was willingly broad, no specifics needed. Every canal was relevant. For Belgians, the King is just something they have, and it's also quite controversial there, so no one would imagine messing with that. For us French people, it's something that makes you smile. So, we wanted to played of this controversial point because our ultimate goal was for the Belgian king to respond to our campaign and approved or disapproved but respond to that.
Relevancy
This operation was set up for Burger King's arrival in Belgium. We decided to poke fun at the King of the Belgians. It did not turn out so well. And something had to be done. The core of the operation was the quick reaction we had to have when the Royal Palace reacted badly.
Outcome
More than 1 billion impressions (we lost count of the PR releases, there were articles in major newspapers all across Europe, the USA, in India, in Saudi Arabia, Israel, Japan...). And most importantly, one of the most successful openings in Europe, as the kitchen was out of food by 8pm.
Execution
As Burger King is a major player on Social Media, we used this to promote the website. We decided to launch it a month before the first opening. The link was posted on their Facebook page and their Twitter account, along with a press release. We also used wild postering to promote the campaign with funny words and a link to the website.Then, when the Palace reacted, we had to act fast. And two days later, we issued another press release and posted the "new logo" on our Facebook & Twitter. But we knew this wasn't sufficient, so we put the new logo everywhere we could, including a few local ads and the construction panels on the coming restaurants.
CampaignDescription
We created a simple voting website. When people arrived on the site, it urged them to elect the true King of the land. They had to choose between King Philippe and Burger King. If people tried to vote for Philippe, there were a few jokes to try to dissuade them. And when the Palace reacted (what we actually had dreamed of), we had to be quick. We were hoping they would react, but we didn't think they'd be that mad. So we had to make things right, and we decided to abdicate by removing the "KING" in our logo.
credit
Brand:
Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Direct
Excellence > Launch / Re-launch
Cannes Lions International Festival of Creativity 2018
Shortlist PR
Launch / Re-launch
Clio Awards 2018
Shortlist Public Relations
Crisis & Issues Management
Clio Awards 2018
Shortlist Public Relations
Product Launch
The One Show 2018
Merit Social Media
Social Engagement / Community Building
Latest Updated
Loading...
Sponsor