THE WHOPPER SEDUCTION

TitleTHE WHOPPER SEDUCTION
BrandHUNGRY JACK'S
Product / ServiceWHOPPER BURGER
CategoryA04. Messaging for Mobile
EntrantCLEMENGER BBDO SYDNEY, AUSTRALIA
Entrant Company CLEMENGER BBDO SYDNEY, AUSTRALIA
Advertising Agency CLEMENGER BBDO SYDNEY, AUSTRALIA

Credits

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

Creative Execution

• 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.

Links

Mobile URL