Burger King: Digital

Credits & Description:

Brand BURGER KING
Entrant BURGER KING MIAMI
BURGER KING Miami, USA Entrant Company
PUBLICIS ROMANIA Bucharest, Romania Idea Creation
SAGA FILM Bucharest, Romania Production
ZENITH Bucharest, Romania Media Placement
Jorg Riommi Publicis Romania Chief Creative Officer
Dan Frinculescu Publicis Romania Executive Creative Director
Romulus Petcan Publicis Romania Group Creative Director
Adrian Iota Publicis Romania Senior Art Director
Vlad Socianu Publicis Romania Art Director
Ruxandra Drilea Publicis Romania Copywriter
Calin Buzea Publicis Romania Head of Digital
Constantin Bunica Publicis Romania Programmer
Cosmin Anghel Publicis Romania Digital Copywriter
Sherin Arabo Publicis Romania Web Designer
Loredana Viga Publicis Romania Account Manager
Gabriel Cherca Publicis Romania Design Contributor
Alexandra Stoica Publicis Romania Account Contributor
Synopsis
In Romania, there’s only one Burger King restaurant. And, unfortunately for local Whopper Fans, it’s also located inside the Bucharest International Airport, after the security check. This means they can only enjoy a Whopper when they fly out of the country.
Moreover, it has high,“airport” prices. A Whopper meal costs 12 EUR.
The brand wanted to make it easier for Romanian Whopper fans to get to their favorite flame-grilled burger, without having to fly all the way out to another country.
A secondary objective was to increase awareness for the Burger King brand and the number of customers in the airport Burger King, meaning passengers travelling from the Bucharest International Airport.
Strategy
The site was powered by the API of Vola.ro, Romania’s number one flight ticket e-commerce destination, and this way we made sure people would know that they will get the best, inexpensive tickets to trade for Whopper meals.
We launched the campaign with a banner campaign targeted on major going-out and foodie sites and an OOH campaign across Bucharest. Including one of the biggest interactive billboard in Eastern Europe.
This way, we made sure our audience is aware of our idea.
Furthermore, we launched a radio campaign, where each execution was a recording of a last call made by airport announcers the moment Burger King fans that missed their flights to get their Whopper burgers.
Another objective was to get the idea out there, so people get our hack and apply it whenever they really miss a Whopper. Even after we would end our promotion.
Relevancy
WhopperNoShow.com is a website targeted directly to Romanian Whopper die-hard fans. On the website, they could purchase super low-cost tickets to European destinations, in order to access the only Burger King restaurant in Romania, located in the International Bucharest Airport, after the security check. Fans loved the brand hack and went for the journey, passing security check and exchanging their boarding passes for Whopper meals, only after their planes took off.
People sent us video-proof after they got the Whopper meals and got out of the airport, in exchange for free campaign memorabilia. It’s a Romania-only campaign.
Outcome
Burger King Romania awareness more than doubled.
18% sales increase during the promotion.
Burger King Romania plans to open a restaurant in the city.
A single country stunt led to worldwide brand engagement.
Die-hard Whopper fans loved the idea and actually went for our hack.
Even if the airport tried to shut down our campaign and our promo is over, people got the idea, and nobody can stop them to purchase low-cost tickets to acces the airport and go for a Whopper.
Execution
We launched the promotional website where people could purchase the low cost tickets, in partnership with Vola.ro.
Our campaign consisted in numerous billboards across Bucharest hot spots, on the way to the airport and inside the airport, and banner campaign targeted on foodie, going-out and delivery websiters.
After Whopper fans bought the tickets, their flights were scheduled from as soon as 48h to up to a month after the purchase.
We also got fans to send us on our website video-proof of them after they have missed their fights and enjoyed the Whopper meals, in exchange for free Whopper No-Show memorabilia (mugs and T-shirts).
Even after the promotion is over, the WhopperNoShow.com website still redirects to Vola, because Burger King fans got the trick and can always go for a low-cost ticket whenever they fill like going for a Whopper without flying out of Romania.
Campaign Description
Whoppernoshow.com was the first promotional travel service that found super low-cost tickets (as low as 6 EUR) to various European destinations, which Whopper fans could purchase and use to pass security check at the airport, in order to access the Burger King restaurant.
At the restaurant, they could exchange the boarding passes for free Whopper meals (priced 12 EUR) and go back home without flying anywhere. Fans received their favorite burger menu only right after their flight took off without them.