SUB CATEGORY :

AMBIENT: SMALL SCALE

ENTRANT COMPANY :

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

ENGLISH CONTEXT EXPLANATION :

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.