| Philosophie | We created a simple voting website. When people arrived on the site, it urged them to elect the true King of the land. They had to choose between King Philippe and Burger King. If people tried to vote for Philippe, there were a few jokes to try to dissuade them. The site is visible here : http://whostheking.neuviemepage.com/ And when the Palace reacted (what we actually had dreamed of), we had to be quick. We were hoping they would react, but we didn't think they'd be that mad. So we had to make things right, and we decided to abdicate by removing the "KING" in our logo. We had one goal, and one goal only : go viral. We knew this would have to be a PR coup, we didn't have any budget to launch a huge campaign. The operation was for everyone, every Belgian, as we just wanted to pass the message : Burger King is coming. The message was willingly broad, no specifics needed. Every canal was relevant. More than 1 billion impressions (we lost count of the PR releases, there were articles in major newspapers all across Europe, the USA, in India, in Saudi Arabia, Israel, Japan...) One of the most successful openings in Europe, as the kitchen was out of food by 8pm. We manage to make the more noise possible around Burger King's opening in Belgium with very few budget and only a dedicated website. Two main targets were pursued with this activation: 1/ our current clients to whom we wanted to present our complete burgers' range and encourage additional selling 2/ new potential clients, attracted by the hard promotion (only 2€), that we aimed to recruit and convert as regular clients once they’ve tried our burgers. To reach them and drive trafic in store, we built an integrated media plan mixing a mass media (TV, OOH and DOH, VOL) and a more tactical approach (social media, mobile banners, SEA, in store communication) in order to guide our clients and prospects's purchase funnel. |
