Results and Effectiveness

In-store traffic rose 12.5%. Compared to 2010, overall sales increased 8.6%, and sales of the chicken range doubled from 15.24% to 31%. The spoof video received more than 285,000 views, and the Facebook page accumulated more than 5,980 fans. Local papers also picked up the news, generating a PR value worth SGD$195,131.24. The communications successfully raised awareness of Burger King’s extensive chicken selection and redefined the way people perceived Burger King, pushing the consumer to give its products a try.

Creative Execution

The brand’s irreverent personality is built upon this social behavior by encouraging Singaporeans to stand up for themselves or others. Never Chicken Out. We hijacked the most popular consumer conversation in Singapore and turned them into earned media for the brand. Usually, consumers spoof brand content. For the first time ever, Burger King spoofs a consumer video. The talk of the town on STOMP then showed a docile Singaporean man getting hit in the crotch repeatedly by a woman wielding a stiletto heel. Burger King then subverted this conversation by unleashing the Chicken that never chickens out to empower him. The spoof video was then uploaded back to STOMP and YouTube where it received very positive responses. The conversation continued through a Facebook app where consumers could send in their own stories, and the Chicken’s presence on MRT trains with messages that said what people were afraid to say themselves.

Insights, Strategy and the Idea

As an underdog brand, Burger King clearly needs to create awareness for its range of 8 chicken products with a differentiated tone of voice while driving store traffic by 10%. In addition, Singaporeans do not know Burger King for its chicken, but for its beef superiority. To top it off, key competitors are far more advanced in the chicken category. The campaign needed to position Burger King with chicken credibility as well as counter the competition’s superiority in chicken category. Given its irreverent brand personality, Burger King takes on the “challenger” brand position to speak to the hearts of our core consumers—the 16 – 29 years old youth segment. Through observation of Singaporeans’ behavior and online social chats, we identified the common factors that Singaporeans’ will relate to, where the campaign can hit the right nerves of the Singaporean youth and encourage two-way conversations to take place.