Title | BURGER KING JAPAN “TRUE KING LISTENS” |
Brand | BURGER KING JAPAN |
Product / Service | BURGER KING JAPAN |
Category | E01. Displays |
Entrant | BURGER KING JAPAN Tokyo, JAPAN |
Idea Creation | DAIKO ADVERTISING INC. Nagoya, JAPAN |
Idea Creation 2 | DAIKO WEDO CREATIVE & DEVELOPMENT INC. Tokyo, JAPAN |
Idea Creation 3 | DE INC. Tokyo, JAPAN |
PR | ANTIL Tokyo, JAPAN |
Production | BOTH Tokyo, JAPAN |
Production 2 | G LTD. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Hideki Takeuchi | DAIKO Advertising Inc. | Producer |
Hideya Iwata | DE inc. | Creative Director |
Hitomi Ikai | DAIKO WEDO creative & development inc. | Copywriter |
Jun Hirayama | DAIKO Advertising Inc. | Strategic Planner |
Yuki Hayakawa | DAIKO WEDO creative & development inc. | Promotion&PR Planner |
Daichi Akiyama | DAIKO WEDO creative & development inc. | MEDIA PLANNER |
Naoki Kuramochi | DAIKO Advertising Inc. | Strategic Planner |
Shu Sakuma | DAIKO Advertising Inc. | Account Manager |
Miharu Saito | DAIKO Advertising Inc. | Web Designer |
Hiroki Sasamoto | ANTIL inc. | PR Director |
Yusei Yoshida | ANTIL inc. | PR Manager |
Ayaka Kawaida | ANTIL inc. | PR Specialist |
Orie Nishida | ANTIL inc. | PR Specialist |
Shinya Ueda | both inc. | Print Producer |
Yoshihiro Esashika | both inc. | Designer |
Koji Hagita | both inc. | Designer |
Satoko Kasai | DAIKO Advertising Inc. | Account Executive |
Takeaki Honda | G ltd. | Event Director |
Takeshi Seki | G ltd. | Evant Manager |
Takuro Kashimoto | G ltd. | Event Manager |
Takayuki Morishima | G ltd. | Event Specialist |
In Japan, McDonald’s holds dominance for hamburgers. Burger King is still a little-known brand, with just 100 outlets vs. McDonald’s having about 3,000. Unlike McDonald’s, which executes a general image strategy and targets all Japanese nationals, we touted the approach that “Burger King is a brand that values you as a unique individual” to create a bond with youth. We thus ambitiously developed this as branding, rather than a simple new outlet announcement.
Our strategic target is youth, who frequently use fast food restaurants, and we focused on social media, which many of them actively use. Harnessing the situation that many people expressed on Twitter a desire for new openings because of the small number of outlets, we replied to a single fan who was asking for an outlet to open in Shimo-kita that we are preparing to do so. Instead of keeping this on Twitter, we posted the correspondence all over the front of the restaurant under construction. In this era of information overload, the announcement of a new outlet opening in a limited area would go unnoticed. Despite these circumstances, we aimed to create buzz by creating an attention-catching visual that shows how Burger King is a brand that listens to and grants the wish of even just a single fan.