BURGER WHERE?

TitleBURGER WHERE?
BrandUNILEVER FOOD SOLUTIONS
Product / ServiceLADY'S CHOICE
CategoryB02. Customer Acquisition & Retention
EntrantGEOMETRY GLOBAL KUALA LUMPUR Kuala Lumpur, MALAYSIA
Idea Creation GEOMETRY GLOBAL KUALA LUMPUR Kuala Lumpur, MALAYSIA
Production D MOVING PICTURES Petaling Jaya, MALAYSIA
Production 2 DE TOUCHE POST SDN BHD Selangor, MALAYSIA

Credits

Name Company Position
Kenny Loh Geometry Malaysia Chief Executive Officer
Michael Fillon Geometry Malaysia Executive Creative Director
Phoecus Lee Geometry Malaysia Creative Director
Joseph Laihee Geometry Malaysia Brand Experience Architect
Wendy Chiu Geometry Malaysia Head of Design
Chin Ling Yeo Geometry Malaysia Interface Team Lead
Jason Lee Geometry Malaysia Senior Web Developer
Fareez Shahrizad Geometry Malaysia Designer
Darren Chia Geometry Malaysia Senior Copywriter
Jason Wong Geometry Malaysia Group Managing Director
Ian Choe Geometry Malaysia Head of Brand
Beverly Ong Geometry Malaysia Associate Account Director

Background

American fastfood chains are aggressively expanding across Malaysia. It’s threatening the livelihood of street food vendors, especially those selling local delicacies called “Ramly Burgers”. That’s bad news for Lady’s Choice. Because unlike the fastfood chains, Ramli Burger vendors are among the largrest users of Lady’s Choice mayonnaise. So how can we help the local burger vendors acquire and maintain customer loyalty in the midst of this competition?

Describe the creative idea (30% of vote)

Lady's Choice created a digital CRM platform called "Burger Where" ("Burger Kat Mane" in colloquial Bahasa). It's a mobile friendly microsite that allows local burger vendors, their fans and Lady's Choice to unite and give the local burger scene a boost.

Describe the strategy (20% of vote)

Ramly burger vendors typically operate out of a stall on the street, and will move from one place to another to take advantage of high traffic areas. This makes it hard for street burger-craving customers to keep track of them. So Lady’s Choice gave vendors a weapon to ensure they don't lose customers to convenient, easy-to-find fast food chains: the power of digital. For decades, our vendors have operated the old-fashioned way; through word-of-mouth. But now, we were helping them to update their service through real-time tracking and content creation. Not only did customers know where to find them – customers were also informed of new flavours, rewarded through loyalty programs and even enjoyed gamified promotions. A guaranteed loyalty for all parties; our vendors, Lady’s Choice and the customers.

Describe the execution (20% of vote)

We created a microsite which allowed thousands of local burger vendors across the country to register their cart. They were allowed to pin their real-time location, update new additions to their menu and engage in reward programs. They were also given their own individual page, where customers seek find address through Google Maps or Waze, provide a rating or even claim a promo. Meanwhile, customers were incentivized with games and discounts. A game called 'Burger Pile' challenged users to build a burger tower using different ingredients within a time limit. A leader board was developed to keep track of the best performing burger vendors and winners were rewarded by Lady’s Choice. Importantly, we were also cultivating a habit among our users of going online to track their favourite vendors - through a site that gives any viewer one clear of where to find Ramly Burger at any location.

List the results (30% of vote)

The site was launched on December 1, 2018. It was active until April 30, 2019. Over 17,000 customers registered to the site as of April 2019. A total of 5,389 burger vendors registered as of April 2019. The site achieved an industry-low bounce rate of just 37% with an average time spent on site increased to over 2 minutes per session.

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