| Title | BK COUPON GENERATOR |
| Brand | BURGER KING SINGAPORE |
| Product / Service | CHICKEN RANGE |
| Category | A05. Best Use of Digital Media in a Direct Campaign |
| Entrant | PUBLICIS SINGAPORE, SINGAPORE |
| Entrant Company: | PUBLICIS SINGAPORE, SINGAPORE |
| DM/Advertising Agency: | PUBLICIS SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Ajay Thrivikraman | Publicis Singapore | Executive Creative Director |
| Birdie Ting | Publicis Modem Singapore | Associate Creative Director |
| Ang Qianling | Publicis Singapore | Strategic Planner |
| Vic Lim | Publicis Modem Singapore | Interactive Art Director |
| Evonne Chia | Publicis Modem Singapore | Junior Copywriter |
| Thomas Babu Joseph | Publicis Modem Singapore | Web Developer |
| Ken Goh | Publicis Modem Singapore | Web Developer |
| Sancia Zheng | Publicis Singapore | Senior Account Director |
| Maryanne Soh | Publicis Singapore | Senior Account Manager |
| Nina Roslan | Publicis Singapore | Account Executive |
| Karl Ng | Publicis Modem Singapore | Senior Art Director |
| Tony Ting | Publicis Singapore | Copywriter |
| Philip Ho | Burger King Singapore | Company Business Leader |
| Jennifer Ng | Burger King Singapore | Assistant Marketing Manager |
| Cheo Ting Ting | Burger King Singapore | Marketing Executive |
Burger King wanted to drive trial of its new range of chicken products with a couponing drive. However, distribution of conventional coupons and mail drops are costly, not targeted, and a real hassle for customers. Addressing these issues, our strategy was to create a long-term couponing platform -- one that was practical, cost-effective, and let our customers have it their way.
"Have it your way" has always been part of Burger King's brand promise. By extending this promise to couponing, it not only reflected Burger King's philosophy of empowerment, it also reinvented the concept of discount coupons. No longer was the coupon wasteful, troublesome and given out when people least expect it. Instead, the coupon has become useful, fun and environmentally-friendly. No more worries about forgetting to bring a coupon to a Burger King outlet -- or running out of them.
We reinvented the discount coupons by creating a web and mobile platform, the BK Coupon Generator. With the Generator, customers could mix and match their chicken deals, and personalize the coupons with their name. With the personalization, customers were more inclined to share their own versions of the deal with their friends, lowering the media spend needed to promote the campaign. By letting the customers choose their own deals, they would also be more motivated to go in-store to redeem the coupons (as opposed to the standard brand-push coupons).
Since this was the first personalized coupon platform in Singapore, customers found it both useful and fun. This was backed by the 22,800 coupons generated, with a phenomenal redemption rate of 37%. This was contrasted with >5% in a usual maildrop. The avg cost per redemption of a maildrop is $3. For the BK Coupon Generator, it went down to $1.40. The BK Coupon Generator is not not only more cost saving, but also 2x more efficient in ROI. Better still, it increased engagement with the consumer by putting the brand core value “Have It Your Way” at its heart.