MOTEL BURGER KING

Creative Effectiveness Spike
TitleMOTEL BURGER KING
BrandBURGER KING
Product / ServiceTENDERCRISP CHICKEN BURGER
CategoryA01. Creative Effectiveness
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Entrant Company COLENSO BBDO Auckland, NEW ZEALAND
Advertising Agency COLENSO BBDO Auckland, NEW ZEALAND

Credits

Name Company Position
Nick Worthington Colenso BBDO/Proximity New Zealand Creative Chairman
Levi Slavin Colenso BBDO/Proximity New Zealand Creative Director
Brett Colliver Colenso BBDO/Proximity New Zealand Senior Art Director
Simon Vicars Colenso BBDO/Proximity New Zealand Senior Copywriter
Victoria Graves Colenso BBDO/Proximity New Zealand Group Account Director
Anna Holloway Colenso BBDO/Proximity New Zealand Senior Account Manager
Rachel Dymond Colenso BBDO/Proximity New Zealand Account Executive
Angela Vance Colenso BBDO/Proximity New Zealand Project Director
Scott Chapman Colenso BBDO/Proximity New Zealand Producer
Neville Doyle Colenso BBDO/Proximity New Zealand Planning Director - Digital and Social
Lucy Grigg Colenso BBDO/Proximity New Zealand Account Director - Activation
Nicky Gadsdon Colenso BBDO/Proximity New Zealand Activation & PR
Cameron Wilson Colenso BBDO/Proximity New Zealand Producer
Lars Quickfall Colenso BBDO/Proximity New Zealand Director Of Photography
Anna Flaws Colenso BBDO/Proximity New Zealand Producer
Sheriden Derby Colenso BBDO/Proximity New Zealand Producer
Brent Courtney Colenso BBDO/Proximity New Zealand Designer
Rachel Morriss Jarvis Burger King Marketing Manager
James Woodbridge Burger King GM Marketing

Brief Explanation

Burger King has a problem: everyone loves The Whopper. For most customers it’s their default burger of choice to the extent that they rarely venture into BK’s extended menu. To successfully launch three new chicken burgers and expand our customer base we needed New Zealanders to branch out, to break from routine. However their emotional attachment to the Whopper made this a challenge. We needed them to cheat on their beloved Whopper. So we gave them the ultimate location to do just that. Introducing Motel Burger King. Motel Burger King’s objectives were to drive sales of the new range of chicken burgers (whilst not cannibalising sales of the flagship Whopper). A secondary objective was to achieve organic sharing of the Motel Burger King Experience through our social channels and drive engagement on our Burger King NZ social platforms. Without seeing any decrease in the sale of our flagship Whopper, the Chicken Tendercrisp’s outsold the Whopper across the campaign period. [1] Over 800 people checked-in to Motel Burger King [2] and shared over 5,000 pieces of User Generated Content, [3] contributing to a reach of 80% of all New Zealand consumers on social media – Facebook, Twitter & Instagram. [4] In terms of campaign reach, Burger King Motel was seen by 2.5 million New Zealanders on Facebook, [5] smashing all our social reach targets. References [1] Burger King NZ Sales Data March - April 2014 – 69,750 Chicken Tendercrips vs 62,342 Whoppers [2] Facebook Places Analytics [3] Sprout Social Tracking – content tagged with #MotelBK [4] Sprout Social Tracking – reach of Burger King NZ content + estimated reach of UGC tagged #MotelBK [5] Facebook Analytics – Burger King NZ