PHONE CALLER ID HIJACK

TitlePHONE CALLER ID HIJACK
BrandBURGERLAB
Product / ServiceBURGER RESTAURANT
CategoryA07. Mobile Advertising
EntrantFCB Kuala Lumpur, MALAYSIA
Entrant Company FCB Kuala Lumpur, MALAYSIA
Advertising Agency FCB Kuala Lumpur, MALAYSIA
Production Company VHQ POST Kuala Lumpur, MALAYSIA

Credits

Name Company Position
Rupert England FCB Malaysia Executive Creative Director
Raymond Ng FCB Malaysia Creative Director
Raymond Ng FCB Malaysia Copywriter
Maharis Azman FCB Malaysia Art Director
Eric Leong FCB Malaysia Art Director
Steve Ooi FCB Malaysia Art Director
Richard Chin FCB Malaysia Art Director
Brandon Chai FCB Malaysia Agency Producer
T. Kalithasan FCB Malaysia Agency Producer

Creative Execution

With BurgerLab’s ‘Phone Caller ID Hijack’, we managed to capture the consumer at the exact moment when were thinking of having a burger. And BurgerLab’s messages could showcase everything from the deliciousness of our burgers to new offerings and promotions. All burger lovers had to do was hang up on McDonald’s and call us instead.

Just by adding McDonald's phone number to BurgerLab's Facebook contact details, we managed to reach over 30,000 people who would potentially call McDonald's. At zero cost for production of this idea, we could receive a return on investment that had the potential to convert over 30,000 captive consumers who were in the mood to have a burger.

BurgerLab needed top of mind awareness but unlike McDonald's, BurgerLab had no money to spend because it was just a single outlet restaurant. So we came up with a cost-free idea that could reach over 30,000 burger lovers. They were the fans on BurgerLab's Facebook. So, all we had to do was add McDonald’s delivery service phone number to BurgerLab’s Facebook contact. When BurgerLab’s 30,000 Facebook fans synched their Facebook contacts with their phones, it would automatically detect McDonald’s delivery service phone number as BurgerLab’s contact. Now, when someone calls McDonald’s, the caller ID on the phone would appear as BurgerLab. That’s how we intercepted all calls to McDonald’s with BurgerLab’s messages.

Links

Mobile URL