The Brief

• Hungry Jack's was seeking to launch flavour variations of their famous Whopper burger in order to stimulate a 5% increase of Whopper sales. • The target for these sales was young, hungry males between the age of 18 – 34 years old. • The strategy was to directly target the audience who were seeking to fall in love.

Creative Execution

•Young guys are one of the most difficult segments to target. So we went to a place we knew they were, but where they have never been targeted before. •A place where they were already looking for something new and exciting. •Tinder provides an environment where we could leverage this desire by positioning our burgers in a way that was highly relevant to the environment – flirtatious burgers looking to hook up. •No other brand had used Tinder to talk directly to an audience, which allowed Hungry Jack’s to benefit from its unique and highly sympathetic use of the platform.

Describe the creative solution to the brief/objective.

• We created a flirtatious dialogue that positioned our burgers as the object of their desire within the social dating platform – Tinder and promoted our availability in store. • Four Whopper Flavour personalities were created as Tinder profiles and uploaded onto the social ‘hook up’ platform.

Results

• Response rates on Tinder exceeded expectation with 80% of those engaged, engaging in conversations. That’s 75% more than anticipated. • Overnight we received over a thousand matches and the seduction began through flirtatious conversations with young hungry guys all over Australia. • The campaign was developed with an investment of $3,000 and contributed to a 20% increase in Whopper sales through the campaign period. • Over 100 young, hungry men were encouraged directly into a local store to ‘hook up’ with our burgers, integrating the use of mobile and social to drive a direct response.