The Brief

The target audience consisted of current and lapsed consumers who have brand fatigue. Burger King Singapore is seen as old in its ways and less appealing than its competitors, and since youth has always been a big consumer group of fast food chains, the strategy was to engage Singaporean youth and drive them to the store to try Burger King’s snacks and desserts, using a game that would elicit the same kind of passion Singaporeans have for random excitements, such as the lottery, free giveaways and lucky draws.

Creative Execution

The selection of snacks and desserts is hardly logical, and the lottery format communicated that random, spontaneous, instinctive and very rewarding feeling that people have when selecting snacks and desserts. Hot on the heels of Paul the psychic octopus famous for its 2010 World Cup predictions, we introduced our very own psychic creature, Rebel the Octopuppy. This irresistable campaign creature was well-received by the target audience and the game allowed youths to engage with the brand and gave the brand’s tired old image with a new and fun facelift.

Describe the creative solution to the brief/objective.

We created the BK Snacking Quick Pick, an online 5-week lottery campaign that leveraged on the fun and excitement of the lottery with the help of an adorable stuffed-octopus chihuahua. The online “snacking lottery ticket” allowed consumers to learn about the different snacking selections Burger King offered, and the coupon players received upon correctly guessing the 6 snack combination brought them into the store to try them. This helped to achieve our objective of increasing in-store traffic by 10% compared to the same period in 2009, and achieving 30% units per hundred sold for the snacking selection.

Results

Burger King Singapore reported post-campaign, an increase in foot traffic by 13% and a 39% increase per hundred units sold, achieving a 7.8% overall sales increase compared to the same period in 2009. The snack menu makes up 12-15% of daypart sales, so these results were significant. The online microsite logged 32,000 visits, 511% above the industry benchmark. Participants submitted 12,811 lottery submissions, each player submitting 2.5 tickets on average, and spending 3:44 minutes on the site, 51.04% more than the average 2:19 minutes. The campaign yielded a 30% increase in Facebook fans over the 5-week promotional period.