| Eurobest Awards 2017 | ||
|---|---|---|
| Promo & Activation | Retail, E-commerce, Restaurants & Fast Food Chains | Silver Eurobest |
| Promo & Activation | Use Of Ambient Media: Small Scale | Bronze Eurobest |
| Promo & Activation | Guerrilla Marketing & Stunts | Silver Eurobest |
Nomination: Promo & Activation
Category: Use Of Ambient Media: Small Scale
Award: Bronze Eurobest
Client: Burger King Deutschland Gmbh
Product (Service): Burger King
Agency: Grabarz & Partner Hamburg, Germany
Entrant: Grabarz & Partner Hamburg, Germany
Idea Creation: Grabarz & Partner Hamburg, Germany
Media Placement: Vizeum Deutschland Wiesbaden, Germany
Pr: Emanate München, Germany
Production: Rabbicorn Films Hamburg, Germany
Production 2: Slaughterhouse Visual Manufacturing Hamburg, Germany
Production 3: Yessian Music Hamburg, Germany
Additional Company: Burger King Deutschland Gmbh Hannover, Germany
Additional Company 2: Setup Gmbh München, Germany
Chief Creative Officer: Ralf Heuel (Grabarz & Partner)
Creative Group Head: Diana Sukopp (Grabarz & Partner)
Creative Group Head: Tobias Ahrens (Grabarz & Partner)
Creative Director: Thomas Fritze (Grabarz & Partner)
Creative Director: Stefan Geschke (Grabarz & Partner)
Creative Director: Jakob Eckstein (Grabarz & Partner)
Creative Director: Matthias Preuss (Grabarz & Partner)
Art Director: Christian El Asmar (Grabarz & Partner)
Copywriter: Tim Bozek (Grabarz & Partner)
Account Manager: Benedikt Lemsky (Grabarz & Partner)
Account Manager: Sarvin Ejtehadi (Grabarz & Partner)
Account Manager: Tim Mangels (Grabarz & Partner)
Production: Jörg Nagel (Grabarz & Partner)
Agency Producer: Saskia Hinz (Grabarz & Partner)
Head of Marketing Communications: Iwo Zakowski (Burger King Deutschland Gmbh)
Manager Marketing Communications: Jacqueline Burdet (Burger King Deutschland Gmbh)
Director Communications: Frederike Carolin Weiss (Burger King Deutschland Gmbh)
Global Brand Manager: Fernando Machado (Burger King Deutschland Gmbh)
PR Agency: Vizeum Deutschland GmbH (Vizeum Deutschland Gmbh)
Film Production: RABBICORN Films GmbH (Rabbicorn Films Gmbh)
Post Production: SLGH Slaughterhouse Visual Manufactoring GmbH, Hamburg (Slgh Slaughterhouse Visual Manufactoring Gmbh, Hamburg)
PR Agency: emanate GmbH (Emanate Gmbh)
Communication Agency: setup GmbH (Setup Gmbh)
Music: Yessian Music GmbH (Yessian Music Gmbh)
Synopsys:
The Campaign
When we realized that the most famous horror clown of all time – Pennywise from Stephen King’s “IT” – will return to cinemas in September 2017, we saw an opportunity. Because McDonald’s mascot Ronald happens to be a clown as well. So we used the hype around the horror movie of the year to involve our target audience in a surprising experience, giving them a clear call to action to forget about clowns and come dine with the king.
Campaign Success
On the evening of the German pre-premiere of Stephen King’s horror classic “IT”, we let the clown spread fear and horror until the audience had enough. Right when the credits were about to roll, we used two powerful spotlights to show our message to the target group. Turning “It” into BURGER KING’s longest promo ad ever. And warning the audience about creepy clowns and thereby indirectly about our biggest competitor – without naming them once. But we didn’t stop there. When the audience left the theatre we were waiting to make them an offer they couldn’t refuse – by giving away a iconic red balloon that invited everyone to dine with the king.
Describe the success of the promotion with both client and consumer including some quantifiable results
Right after our stunt, 500 balloons were distributed to the audience exiting the theatre, inviting them to the nearest BURGER KING with the message: “Never trust a clown. Dine with the king.” Our stunt managed to go beyond the cinema to generate a response all over the globe. Within just 72 hours, it achieved over 900 million impressions and generated press coverage on 5 continents, earning 10 million Euros in media value. On social media, the online film earned over 12 million impressions making it BURGER KING Germany’s most liked, shared and commented promo ad to date.
Explain why the method of promotion was most relevant to the product or service
BURGER KING is constantly looking for innovative ways to connect with the target group in hope of winning over their rivals’ customers. With our LOVING “IT” promo stunt we engaged the brand with their targeted audience (male, 18-30 years) by sending out an unexpected message against their competitor. And then, in an ongoing promotion after the movie, we invited every visitor to go to the next BURGER KING restaurant. By handing out iconic red balloons referring to the movie that they could exchange for a free whopper. The stunt went beyond the theatre, and managed to generate a worldwide response.
We wanted to use a cost efficient promo stunt that calls on our target group to push back against our main competitor and their iconic clown. And we wanted to keep it in BURGER KING’s usual bold tone. The perfect opportunity: The release of “IT”, a movie highly anticipated by our target audience.