SUB CATEGORY :

PR EFFECTIVENESS

COMPANY ENTERING :

DAIKO & DAIKO WEDO, TOKYO

TITLE :

SEE YOU & THANK YOU

BRAND :

BURGERKING JAPAN

ADVERTISER :

BK JAPAN HOLDINGS KK

AGENCY :

DAIKO ADVERTISING INC., TOKYO/
DAIKO WEDO CREATIVE & DEVELOPMENT INC., TOKYO/
DE.INC, TOKYO

CREATIVE DIRECTOR :

IWATA HIDEYA

COPYWRITER :

IKAI HITOMI

ART DIRECTOR :

IWATA HIDEYA

AGENCY PRODUCER :

TAKEUCHI HIDEKI

WEB DESIGNER :

SAITO MIHARU

ACCOUNT DIRECTOR :

TAKEUCHI HIDEKI

ACCOUNT MANAGER :

SAKUMA SHU

ACCOUNT EXECUTIVE :

KASAI SATOKO

STRATEGIC PLANNING MANAGER :

HIRAYAMA JUN

STRATEGIC PLANNER :

KURAMOCHI NAOKI

PROMOTION AND PR PLANNER :

HAYAKAWA YUKI

DIGITAL AND MEDIA PLANNER :

AKIYAMA DAICHI

PR AGENCY :

ANTIL INC., TOKYO

PR DIRECTOR :

SASAMOTO HIROKI

PR MANAGER :

YOSHIDA YUSEI

EXECUTIVE PR :

NISHIDA ORIE

PR SPECIALIST :

KAWAIDA AYAKA

PRINT PRODUCTION COMPANY :

BOTH INC, TOKYO

DESIGNER :

HAGITA KOJI/SUGAYA NAOMI

PRINT PRODUCER :

UEDA SHINYA

CAMPAIGN SUMMARY :

IN THE JAPANESE MARKET, BURGER KING IS ENORMOUSLY BEHIND MCDONALD’S IN TERMS OF NUMBER OF OUTLETS AND LEVEL OF RECOGNITION. HOWEVER, THE AKIHABARA AREA WAS A UNIQUE SITUATION IN THAT BURGER KING AND MCDONALD’S WERE LINED UP IN VERY CLOSE PROXIMITY. THIS MCDONALD’S ANNOUNCED ITS SUDDEN CLOSURE, DISPLAYING A POSTER ON ITS STOREFRONT EXPRESSING GRATITUDE TO CUSTOMERS. OUR CAMPAIGN SEIZED THIS AS THE PERFECT CHANCE TO BUILD THE BURGER KING BRAND. WITH JUST A SINGLE STOREFRONT POSTER, DISPLAYED FOR JUST ONE DAY, WITH JUST $500 PRODUCTION COST, WE SHOWED BURGER KING’S PROVOCATIVE STANCE TOWARD MCDONALD’S WITH A SINGLE ANAGRAM. WE ALSO DEVELOPED CUSTOMER EXPERIENCES AT MULTIPLE CONTACT POINTS: PHYSICAL, SOCIAL MEDIA, AND PR. THIS BOOSTED BOTH BRAND INDEX AND SALES.

THE BRIEF :

THE IMAGE OF “HAMBURGER=MCDONALD’S” HAS BEEN ESTABLISHED IN THE JAPANESE MARKET. FOR THIS REASON, OUR OBJECTIVE WAS TO PRESENT THE PROFILE OF THE BURGER KING BRAND TO SOCIETY BY TAKING THE EXACT OPPOSITE POSITION OF THE IMAGE STRATEGY THAT MCDONALD’S HAS EMPLOYED OVER THE YEARS, THUS BUILDING THE CONFLICTING STRUCTURE OF BURGER KING VS. MCDONALD’S.

THE STRATEGY :

WE TARGETED ALL JAPANESE NATIONALS WHO ARE INTERESTED IN FAST FOOD, ALTHOUGH WITH FOCUS ESPECIALLY ON YOUTH AGES 10S–30S. OUR AIM WAS FOR TARGET CONSUMERS WHO DIDN’T KNOW OR FEEL FAMILIAR WITH THE BURGER KING BRAND TO BECOME INTERESTED IN ITS PROVOCATIVE STANCE TOWARD MCDONALD’S AND FEEL FONDNESS FOR BURGER KING. THE VERTICALLY-READ PROVOCATIVE MESSAGE SLIPPED INTO A SINGLE POSTER TRIGGERED ORGANIC TWEETS ON TWITTER AND GENERATED BUZZ. BY DESIGNING THIS THROUGH THE CHAIN REACTION TO MASS MEDIA, WE BUILT A BRAND EXPERIENCE FOR MULTIPLE CONTACT POINTS. THE CAMPAIGN WAS DESIGNED TO NOT ONLY CREATE AFFECTION, BUT TO ULTIMATELY DRIVE VISITS TO BURGER KING.

THE EXECUTION :

●JANUARY 24: MCDONALD’S PUT UP A SINGLE STOREFRONT POSTER OUTSIDE EXPRESSING A MESSAGE OF GRATITUDE TO CUSTOMERS. ●JANUARY 30: AT THE NEIGHBORING BURGER KING, A SINGLE STOREFRONT POSTER WENT UP FOR JUST ONE DAY. ●JANUARY 30: TWITTER USERS IN TOWN NOTICED THE ANAGRAM MESSAGE PLANTED IN THE POSTER, GENERATING ORGANIC TWEETS. THOSE TWEETS BLEW UP AND CREATED BUZZ. ●JANUARY 31–FEBRUARY 5: SPREAD THROUGHOUT THE MEDIA, ESPECIALLY ON TV PROGRAMS AND ONLINE NEWS SITES.

THE RESULT :

BY CLARIFYING THE CONFLICT STRUCTURE WITH MCDONALD’S, BURGER KING, WHICH HAD LITTLE RECOGNITION, WAS BOOSTED TO AN OPTION ON PAR WITH MCDONALD’S. ●PRODUCTION COST: ONLY 50,000 JPY (APPROX. 500 USD) ●INFLUENCE ON TWITTER: 302,850 TWEETS MENTIONING BURGER KING; 258,022 RTS; 776,855 LIKES ●TOTAL MEDIA IMPRESSIONS: 74.6 MILLION ●TOTAL AD CONVERSION: $ 3.2 MILLION; ACHIEVED 6,850-TIMES AD EFFECT VS. PRODUCTION COST ●BRAND INDEX: RECOGNITION RATE ROSE FROM 81% TO 87%; RESTAURANT VISIT RATE WITHIN 3 MONTHS GREW FROM 14% TO 16%; ROSE FROM #3 TO #1 FOR “BEST BURGER IMAGE”; ROSE FROM #4 TO #1 FOR “BEST TASTE IMAGE” ●YOY SALES: 121.4% UP