| Title | MOTEL BURGER KING |
| Brand | BURGER KING |
| Product / Service | NEW TENDERCRISP CHICKEN BURGERS |
| Category | A03. Ambient media: large scale |
| Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
| Entrant Company | COLENSO BBDO Auckland, NEW ZEALAND |
| Advertising Agency | COLENSO BBDO Auckland, NEW ZEALAND |
| Media Agency | Y&R MEDIA NZ Auckland, NEW ZEALAND |
| Name | Company | Position |
|---|---|---|
| Nick Worthington | Colenso BBDO | Creative Chairman |
| Levi Slavin | Colenso BBDO | Creative Director |
| Brett Colliver | Colenso BBDO | Art Director |
| Simon Vicars | Colenso BBDO | Copywriter |
| Victoria Graves | Colenso BBDO | Group Account Director |
| Anna Holloway | Colenso BBDO | Senior Account Manager |
| Angela Vance | Colenso BBDO | Project Director |
| Scott Chapman | Colenso BBDO | Producer |
| Neville Doyle | Colenso BBDO | Planner |
| Lucy Grigg | Colenso BBDO | Pr/Activation |
| Nicky Gadsdon | Colenso BBDO | Pr/Activation |
| Sheriden Derby | Colenso BBDO | Producer |
| Anna Flaws | Colenso BBDO | Producer |
| Merenia Gilbert | Colenso BBDO | Producer |
| Brent Courtney | Colenso BBDO | Designer |
| Cameron Wilson | Colenso BBDO | Producer |
| Lars Quickfall | Colenso BBDO | Director Of Photography |
| James Woodbridge | Burger King | Gm Marketing |
| Liz Young | Burger King | Marketing Assistant |
| . | Franklin Road | Sound Design |
For 20 years, New Zealanders have loved The Whopper TM. It is, for many people, their default burger of choice. We needed them to put that love and loyalty to one side and try our new TenderCrispTM Chicken Burgers. We also needed to debunk the common misconception that Burger King only make big beefy burgers with BBQ sauce. We needed to introduce new customers to Burger King by clearly communicating Burger King as a destination for chicken lovers.
Our target audience are enormously active on social media and are always keen to put forward the most interesting digital version of themselves by sharing unique experiences that stand them out from their friends. With Motel Burger King the aim was to not only get our existing WhopperTM fans to try the new TenderCrispTM burgers but to share that with their extended social networks by providing such an engaging and immersive experience with easily shareable social (and real-life) content. Through doing this, our fans and their endorsement became a significant part of the media plan.
Motels have long been used by people to cheat. Cheat on their wives, husbands, boyfriends and girlfriends. And now, on The Whopper. To create Motel Burger King we took over an existing motel and completely rebranded it. Each room was transformed into a private and discreet Burger King restaurant. No detail was overlooked. Reservations could be made by tagging three friends in a comment thread on Burger King’s Facebook page. Upon arrival, guests checked in to the motel through their facebook account. They then had 20 minutes to cheat on The Whopper with our three new chicken burgers.
Over the five day promotion the motel was fully booked, welcoming 870 guests. News of the TenderCrisp Chicken Burgers spread to the Facebook feeds of 2 million New Zealanders - 85% of all New Zealanders on Facebook. There were over 1,000 pieces of user-generated content shared from guests. Engagement levels on Burger King’s Facebook page, already 20% above the global category norm, increased by 587%. Motel Burger King reached 4.5 million people on Twitter, with no paid media support. After two weeks, TenderCrisp Chicken Burgers outsold The Whopper without affecting sales of our flagship burger.