BK STACKER

TitleBK STACKER
BrandBON-FOOD
Product / ServiceBURGER KING
CategoryA03. Best Use of Standard Outdoor
EntrantZENITHOPTIMEDIA Singapore, SINGAPORE
Entrant Company:ZENITHOPTIMEDIA Singapore, SINGAPORE
Media Agency:ZENITHOPTIMEDIA Singapore, SINGAPORE

Credits

Credits

Name Company Position
Calvin Wan Zenithoptimedia Senior Planner
Jean Lin Zenithoptimedia Planner
Francis Wee Religion Founder
Alicia Wong Religion Senior Account Executive
Celia Ho Bon-food Pte Ltd Marketing Manager
Fam Pei Kim Bon-food Pte Ltd Marketing Executive

Results and Effectiveness

With a media budget of $60,000 for the static posters, 3D execution and ZapCode technology, results were as follows: 1. Stores ran out of BK STACKERs on 28th November 2008, 11days prior the end of promotion, testament that the BK customers do not see the higher price as a hurdle when it comes to quality burgers. 2. 850+ users zapped our advertisements, more than the expected levels for a similar value item. 3. PR coverage about ‘big burgers’ on dailies 4. Consumer engagement intensified as bloggers included BK Stacker onto their sites a.http://blog.sangsara.net/2008/11/news-roundup-6-november-2008.html b.http://forums.hardwarezone.com.sg/showthread.php?t=2153778 c.http://madeway4yl.blogspot.com/2008_11_01_archive.html d.http://eatstudyplaysleep.blogspot.com/2008/11/are-you-up-for-bk-stacker.html

Creative Execution

The medium chosen had to connect well and enable the dramatization of larger than life visuals, generating the impact to immediately grab the attention of our busy target audience. Transit media scored the highest index and bus stop advertising was chosen for its high reach. The popularity of the `JENGA’ stacking game made an easy association to the high stacks of burgers in BK STACKERS. A 3-D idea to play up on the stacking concept was conceptualized for the 6-sheet bus stop panels. A mechanism had to be inbuilt to the channel, for immediate gratification , when the mental barrier to the higher pricing is temporarily lowered by the impactful visuals. The ZapCode technology was incorporated into all 6-sheet units, creative buys and normal posters as an incentive to redeem a $1 discount off every QUAD meal purchased. BK was the first in its category to adopt Zapcode.

Insights, Strategy and the Idea

Burger King (BK) offers continual enhancements to bring new experiences for its valued customers and to expand its base by recruiting new customers. One key product was the BK STACKER, which is targeted to incite the appetite of the burger fan, with 4 layers each of flame-grilled beef patties & cheese and 8 slices of bacon! The higher cost of the TRIPLE and QUAD STACKER meals was identified as a deterrent factor as well as the perception that the big burgers may be too much for the Asian appetite. The communication goals were therefore to present the product in a larger than life `in your face’ view to induce an emotional connection , to pose the delicious challenge of polishing off the big BK burger. This larger than life presentation will also help overcome the value perception of the higher price point