READER KING

TitleREADER KING
ClientBURGER KING KOREA
Product / ServiceBURGER KING
CategoryC05. Customer Retail / In-Store Experience
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Idea Creation CHEIL WORLDWIDE Seoul, SOUTH KOREA
Media Placement CHEIL WORLDWIDE Seoul, SOUTH KOREA
PR CHEIL WORLDWIDE Seoul, SOUTH KOREA

The Campaign

A book in every tray, Burger King became, Reader King Burger King transformed its tray mats into ‘Reader King’ books which are carefully chosen among the must-reads yet forgotten Korean literatures for students. The Reader King books are made with safe materials into thin and light handouts, so that people can read it while eating. After finish eating, people can take the Reader King Books as the books are designed to taken apart easily from the tray mat.

Creative Execution

On April 23rd, which is the World Book Day, two Burger King stores were carefully selected so that as many students could participate in the event. The stores are located in such areas crowded by many high schools and universities nearby. In those two stores, everyone was served with the Reader King Book tray mat, and over 6000 people read a book at the Burger King stores for just one day. Burger King Facebook page also posted ‘Books are Whoppers for the soul’ contents through the campaign period, and hundreds of students participated by sharing their favorite books and verses.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over 6000 people got to read a book at Burger King in just one day. Reader King was all over the news and got huge attention on social media. The Reader King campaign on Facebook is also the most liked contents in the first half of 2017. Most of all, each book just like a hearty Whopper kept the mind of student filled.

Explain why the method of promotion was most relevant to the product or service

Reader King promo campaign focused on the actual interaction of Burger King’s main target who are middle & high school students. The campaign brilliantly approached the students and made them voluntarily enjoy reading books and share about it.

Books are good food for the soul. But students in Korea stopped reading. Because of homework, playing games or on their phones While serving students hearty meals, Burger King got to thinking. What if we also served some “Whopper for the soul”? On April 23rd for World Book Day, BurgerKing became ‘Reader King’. We change Burgerking’s tray-mat into book. We chose Korea’s forgotten classic novels and fit them into each tray.

Credits

Name Company Position
Jeongkeun Yoo Cheil Worldwide Executive Vice President
Wain Choi Cheil Worldwide Chief Creative Officer
Anna Oh Cheil Worldwide Art Director
Haesung Yoon Cheil Worldwide Copywriter
Kayoung Seo Cheil Worldwide Copywriter
Changyu Park Cheil Worldwide Account Director
Soo Jung Park Cheil Worldwide Account Executive
Yena Kim Cheil Worldwide Account Executive
Jay Lee Cheil Worldwide Account Executive
Youseok Lee creamcheese film Agency Producer
Chulhee Park Sunny Studio Designer
Jisung Park Sunny Studio Designer
Links
Social Media URL