| Title | THE WHOPPER SEDUCTION |
| Brand | HUNGRY JACK'S |
| Product / Service | WHOPPER BURGER |
| Category | A09. Use of Social in a Promotional Campaign |
| 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 |
| Emily Lynch | Clemenger BBDO Sydney | Copywriter |
| Alex Massey | Clemenger BBDO Sydney | Art Director |
| Justin Cox | Clemenger BBDO Sydney | Group Account Director/Strategist |
| 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 | Senior Social Integration Manager |
• 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, males between the ages of 18 – 34 years old. • The objective was to create a direct engagement with this audience through a promotion that would encourage our audience to visit the store and trial the burgers.
• 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.
• 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.
• 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.