Burger King: Google Home Of The Whopper [image] 2

Credits & Description:

Title: Google Home Of The Whopper
Agency: David
Brand: Burger King
Country: USA
Entrant Company: David, Miami
Advertising Agency: David, Miami
Production Company: Caviar, Los Angeles
Additional Company: Burger King, Miami / Cosmo Street, New York
Copywriter: Juan Javier Peña Plaza (David)
Art Director: Ricardo Casal (David)
Global Chief Marketing Officer: Fernando Machado (Burger King)
Chief Creative Officer, Founder: Anselmo Ramos (David)
Creative Director: Antony Kalathara (David Miami)
Strategy Director: Jon Carlaw (David Miami)
Head Of Global Production: Veronica Beach (David)
Managing Director, Head Of Account: Paulo Fogaça (David Miami)
Senior Account Director: Carmen Rodriguez (David Miami)
Account Supervisor: Rafael Giorgino (David Miami)
Sr. Business Affairs Manager: Barbara Karalis (David Miami)
Jr. Art Director: Richard Cruz (David Miami)
Jr. Copywriter: Dan Flora (David Miami)
Producer: Renata Neumann (David Miami)
Account Planner: Matías Candia (David Miami)
Account Supervisor: Diandra Garcia (David Miami)
Account Executive: Jenny Gobel (David Miami)
Director: Kris Belman (Caviar)
Executive Producer: Jasper Thomlinson (Caviar)
Director Of Photography: Chris Saul (Caviar)
Producer: Megan Porche (Caviar)
Editor: Jeff Grippe (Cosmo Street)
Assistant: Habib Semaan (Cosmo Street)
Producer: Chelsea Spensley (Cosmo Street)
Artist & Colorist: Shinya Sato (Cosmo Street)
Lead Marketing Communications: Diego Suárez (Burger King)
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:
The :15 commercial made our intention clear, to ask Google to tell the viewer about the Whopper through their Google Home or Android Google Assistant. 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 or voice-enabled Android phone within earshot would read aloud the Wikipedia entry for the Whopper. We first released the advert online, and soon began seeing footage of it in action. The video played on mobile activated Google Home, while the video played on desktop activated Android phones and Google Homes. Even some tablets got in on the action. But from all these cases it became clear: any Android phone or Google Home within earshot of the ad playing would activate.
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.
Campaign Description:
Following suit from voice-activated assistants on smart phones, voice activated devices such as Google Home are gaining adoption within US Households, with many keeping these devices in their living rooms near their TVs, or within hearing distance of their desktop computers. These devices are always listening to what is happening around them, and both Android Phones and Google Homes can be triggered by any voice with-in range that uses the command “Okay Google.” 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 the 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.
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 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.