Title | THE WHOPPER SEDUCTION |
Brand | HUNGRY JACK'S |
Product / Service | WHOPPER BURGER |
Category | A04. Messaging for Mobile |
Entrant | CLEMENGER BBDO SYDNEY, AUSTRALIA |
Entrant Company | CLEMENGER BBDO SYDNEY, AUSTRALIA |
Advertising Agency | CLEMENGER BBDO SYDNEY, AUSTRALIA |
Name | Company | Position |
---|---|---|
Paul Nagy | Clemenger BBDO Sydney | Executive Creative Director |
Ian Broekhuizen | Clemenger BBDO Sydney | Creative Director |
Malcolm Caldwell | Clemenger BBDO Sydney | Creative Director |
Justin Cox | Clemenger BBDO Sydney | Group Account Director/Strategist |
Emily Lynch | Clemenger BBDO Sydney | Copywriter |
Alex Massey | Clemenger BBDO Sydney | Art Director |
Dave Flanagan | Clemenger BBDO Sydney | Senior Digital Producer |
Claire Bisset | Clemenger BBDO Sydney | Digital Producer |
Gemma Troupe | Clemenger BBDO Sydney | Senior Account Manager |
Graham Alvarez | Clemenger BBDO Sydney | Senior Planner |
Toby Clark | Porter Novelli | Social Strategist/Manager |
Clemenger BBDO Sydney | Digital Production |
• We targeted the place our audience spent a great deal of time attempting to find love: Tinder, the advertising free, dating site. • Four female personalities, relevant to each Whopper flavour, were created as profiles and uploaded. • They were the Classic Whopper - your typical girl next door, Cheesy Whopper - the hopeless romantic, Spicy Whopper - the passionate lover and Outlaw Whopper - a confident burger that gave the boys a taste of the wild side. • We went live and waited for young guys to review our seductive burger profiles and ‘connect’
• Overnight we received over a thousand matches as young guys started to connect. • By engaging in over 2,500 seductive and flirtatious conversations our burger personalities isolated our audiences’ locations and encouraged them to meet us in store for in store ‘hook ups’. • The campaign achieved a 20% uplift in Whopper sales (through the campaign period), an additional 15% uplift compared to the original business objective of 5%.
• Hungry Jack's wanted to launch flavour variations of their famous Whopper burger in order to stimulate a 5% increase of Whopper sales. • The market is competitive and Hungry Jack’s is outspent by their biggest competitors by 6 to 1 in media and is outnumbered 5 to 1 in store numbers. • We targeted young hungry males between the ages of 18 – 34, who are Australia’s biggest consumers of large beef burgers. • However, this audience has started to have a ‘wondering eye’ when it comes to feeding their beef burgers desires. • Hungry Jack’s needed an innovative way to entice this audience back into store and fall in love with Whopper once again. • But young hungry males have also become harder to engage as their media consumption has become more diverse – but . . . mobile usage has gone up.