THE UNFAITHFUL MR. WANG

TitleTHE UNFAITHFUL MR. WANG
BrandPERFECT COMBO
Product / ServiceBURGER KING
CategoryA03. Best Product Launch/Re-launch
EntrantMcCANN WORLDGROUP Hong Kong, HONG KONG
Entrant Company:McCANN WORLDGROUP Hong Kong, HONG KONG
Sales Promotion/Advertising Agency:McCANN WORLDGROUP Hong Kong, HONG KONG

Credits

Name Company Position
Spencer Wong McCann Worldgroup Hong Kong Chief Creative Officer
Philip Lee McCann Worldgroup Hong Kong Group Creative Director
Ronnie Hung McCann Worldgroup Hong Kong Creative Director
Curtis Wong McCann Worldgroup Hong Kong Associate Creative Director
Jazon Chan McCann Worldgroup Hong Kong Art Director
Clint Tsui McCann Worldgroup Hong Kong Account Director
Elffi Li McCann Worldgroup Hong Kong Associate Account Director
Shiela Ng McCann Worldgroup Hong Kong Account Executive

The Brief

The objective of Burger King ‘s Be Unfaithful Campaign was to promote the Whopper Jr New Flavor series.

Describe how the promotion developed from concept to implementation

Study found out that BK customers were exceptionally loyal, especially to the original whopper. They were less likely to try something new. It made it difficult for Burger King to sell the New Flavor Whopper Jr series. So it made sense to tell them that it was good to be unfaithful. We wanted to tell it in an interesting way. So we asked people to keep dumping their boyfriends or girlfriends, than showed us the changed relationship status in our Facebook page. People who changed relationship often will be rewarded a free trial e-coupon. The one who changed the most will be rewarded an Ipad

Describe the success of the promotion with both client and consumer including some quantifiable results

After a month of the promotion, the total sales of the new flavor doubled that of the original Whopper. More than 12000 photos of relationship status change were uploaded.

Explain why the method of promotion was most relevant to the product or service

By telling people it was good to be unfaithful, we encouraged them to break their norms and tried our new flavor burgers. It was further enhanced with the free trial e-coupon. The whole campaign was done in Facebook, where our targets (20-30 years old) were most active. By encourage them to change their relationship status, we created hot talks among their friends and further pushed the campaign forward.