Burger King - Whopper Envy
Burger King tasked us with creating a rebranding strategy that would promote their signature burger, the WHOPPER® as something that always inspires food envy, no matter what you are eating.
Campaign Summary
It doesn’t matter what you’re eating. Sit down next to someone with a WHOPPER®, and you’ll experience food envy. You’re sad, you’re perplexed. Why are you not eating a WHOPPER®? The only way to avoid it? Get a better, fresher WHOPPER®.
Brand Commercial
To establish the line "WHOPPER® Envy, it's a thing" we launched the campaign with BURGER KING's first South African brand ad:
A young man is eating aWHOPPER® in slow motion. Everyone else has WHOPPER® Envy.
Activation Swhopper
The entire campaign culminated in a digital activation called #SWHOPPER.
On 8 November McDonald's South Africa celebrated their 21st birthday with #BigMacDay,
giving out vouchers for R21 Big Macs.
To steal their social media / PR thunder, we gave the public the chance to swop their Big Macs for a free WHOPPER®.
We Launched #SWHOPPER - a world-first digital activation that allowed people to swop a picture of their sadlooking
lunch for a 100% free WHOPPER® burger.
Activation Microsite
The #SWHOPPER microsite was designed to be as simple as possible, and was responsive to work on any device.
It allowed people to instantly upload a picture of their sad-looking lunch,and add a simple caption.
It displayed a countdown of the number of #SWHOPPER burgers still available.
This created urgency throughout the #WHOPPER day.
Social Media
The #SWHOPPER launch was teased and announced using
tonque-in-cheeck social media posts that poked fun at McDonald's birthday.
Social Media Supporting Videos
The build-up to the #SWHOPPER activation started one month before the launch.
To plant the seed for what was to come, we established the call-to-action
"Get a better, fresher Whopper" with our brand ad and by tapping into pop culture.
We leveraged memes, creating our own version of the 'Thug Life' cat videos,
showing a cat who also has WHOPPER ® Envy.
PR and Influence
Campaign Results
The WHOPPER® Envy campaign, and the #SWOPPER activation tapped into the social media zeitgeist,
enabled the creation of thousands of unique pieces of user-generate content, and sparked a social media / PR storm which trended
on Twitter and honoured BURGER KING® for outshining MacDonald's (our main competitor) on their birthday.
These results were calculated with a social media report by Brands Eye, PR reports, social media reports.
Please see the results document for a complete breakdown of the results and social media responses.
