Cultural / Context information for the jury

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.

Write a short summary of the ambient work.

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.