Category: Retail and E-Commerce, including Restaurants
Advertiser: BURGER KING
Product/Service: XT
Agency: OGILVY PERU
Chief Creative Officer: Aldo Canchaya (Ogilvy Perú)
Copywriter: Giuliana Paz (Ogilvy Perú)
Art Director: Patricia Kishimoto (Ogilvy Perú)
Account Manager: Úrsula Canchaya (Ogilvy Perú)
Account Supervisor: Inés Sologuren (Ogilvy Perú)
Agency Producer: Carla Chuiman (Ogilvy Perú)
Producer: Gustavo Vía Y Rada (Ogilvy Perú)
Producer: Kenny Montoya (Ogilvy Perú)
Editor: Paul Medina (Redworks)
Producer: Eliseo Lock (Redworks)
Video Production: Patria (Patria)
Audio Production: Audiosuite (Audiosuite)
Media placement: Outdoor - Ambient - March 2012
Insights, Strategy & the Idea
Launch onto the market the new XT from Burger King, the extreme size burger.
The target are men and women between 18-50 years.
They want really big hamburgers to satisfy their needs. And the XT is 75% bigger, so it's perfect for them.
And to communicate the extreme size of the XT we used Burger King delivery’s motorcycles, because they are around the city and can be viewed by lots of people.
Creative Execution
The Burger King’s delivery motorcycles run around the city with the front wheel up due to the huge burger that are carrying in the load box.
We clearly demonstrated the attribute of the XT, giving our target what they expect from Burger King.
Results and Effectiveness
Turned the delivery motorcycles into big mobile billboards around the city.
The high impact of Extreme Delivery produced and 83% sales increase.
New sales record during lunchtime for 36 consecutive days.
Our extreme communication was a hit on social networks.