| Title | MORNING LIKE A KING |
| Brand | BURGER KING |
| Product / Service | BURGER KING |
| Category | C03. Travel, Leisure & Retail (including e-commerce & restaurants) |
| Entrant | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
| Entrant Company | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
| Advertising Agency | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
| Production Company | BREAKFAST FILM Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Hwang sung-phil, Oh hyung-kyun | Cheil Worldwide | Creative Director |
| Hwang sung-phil, Oh hyung-kyun | Cheil Worldwide | Art Director |
| Lee da-min | Freelancer | Copywriter |
| Lee won-il, Cho kap-shin, Choi chang-eun, Kim mi-na, Jeon jee-hye | Cheil Worldwide | Account Executive |
| Han ju-hyung | Nowcom | Technical Director |
| Lee jae-chul | Breakfast Film | Director |
| So yun-sung, Park kwang-hyun | Breakfast Film | Assistant Director |
| Kim do-hyun | Freelancer | Cameraman |
| Woo sang-hyung, Park mun-kyu, Shin ji-ho, Moon han- byeol, Kim gi-tae, Choi min- | Freelancer | Camera assistant |
| Oh se-min | lmagine | Lighting technician |
| Yoo jung-min, Lim sung-ho | lmagine | Lighting assistant |
| Lee jae-youn, Lee go-eun | Seoul vision | Editor |
| Ha ju-hyun, Kim a-young, Lee won-sik, Jang seok-yong | Seoul vision | Frame Artist |
| Lee jong-woo, kwon dae-hyun, Cho sung-suk, Cho jin-woong | Orange code | Main composer |
| Park soo-yang, Park woo-baek, Lee min-young, Kim soo-jung | People agency | Model agency |
| Jeon Hyo-eun | Freelancer | Production copywriter |
| Choi ji-won | JW pictures | Photographer |
| Kim yong-un | Boda communication | Designer |
| Jang duk-won | Cheil Worldwide | Producer |
According to OECD statistics, the average working hours in South Korea are the second longest in the OECD, while their average amount of sleeping is the lowest. Furthermore, Koreans spend the longest commuting time among the OECD, with an average of 58 minutes in public transportation every morning. Our insight is based on these facts: Many Koreans are so afraid to miss their stops that they cannot sleep peacefully while commuting to work. To make both Korean consumers’ mornings and Burger King Korea’s morning sales better at the same time, we created a special Burger King sleeping mask.
The total average in morning sales increased by 18.7% in participating Burger King stores; social media mentions of Burger King increased by 44.5% with positive response by consumers. And Burger King’s brand popularity showed an increase of 33%. (Feb~March 2015 vs. previous month) As per the request by numerous consumers, Burger King expanded this campaign to outlets around 8 stations in Busan, the second-biggest city in South Korea. Furthermore, Burger King Korea is planning to make more sleeping masks with other city’s station names, and is considering to introduce a new morning menu that includes the mask.
This campaign was executed from Feb. 23, 2015 until Apr. 15, 2015. First, we distributed sleeping masks around 9 Burger King outlets near 5 different subway stations stations (Gangnam Station, etc) that are the most crowded during the morning rush hour. We also gave sudden notices for the distribution spots via Burger King’s social media pages beforehand, which evoked people’s curiosity and led them to actively participate in the campaign. Though the two month-long promotion is over now, many commuters are still using the Burger King sleeping mask every morning. That is, consumers are spontaneously continuing the campaign by themselves.
We created the Burger King sleeping mask. It is designed with a request to “Wake me up at XXX station”. So the wearers of this mask can sleep peacefully, in hopes and expectation that others will read the message and wake them up at the right stop. In addition, there are 2 free King Americano coupons inside the mask, which the wearer can get a nice coffee for themselves or give it to the person who wakes them up as a thank you. In that case, the wearers naturally act as a living medium for Burger King.