SUB CATEGORY :

AMBIENT: LARGE SCALE

COMPANY ENTERING :

DAIKO & DAIKO WEDO, TOKYO

TITLE :

TRUE KING LISTENS

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 :

G LTD., TOKYO

PRINT PRODUCER :

TAKEAKI HONDA

PRINT PLANNER :

SEKI TAKESHI/KASHIMOTO TAKURO/MORISHIMA YUKI

ENGLISH CONTEXT EXPLANATION :

IN THE JAPANESE MARKET, BURGER KING IS ENORMOUSLY BEHIND MCDONALD’S IN TERMS OF NUMBER OF OUTLETS AND LEVEL OF RECOGNITION. SEIZING THE OPPORTUNITY OF AN OUTLET OPENING IN SHIMOKITAZAWA, A TOWN THAT IS POPULAR WITH OUR STRATEGIC TARGET OF YOUTH, WE AMBITIOUSLY UNDERTOOK BRANDING COMMUNICATION TO CAPTURE THEIR FAVOR. WE STARTED BY RESPONDING FROM THE OFFICIAL BURGER KING ACCOUNT TO A SINGLE FAN WHO LOVES BURGER KING AND WAS AWAITING THE OPENING OF AN OUTLET IN SHIMOKITAZAWA, WITH A REPLY ANNOUNCING THAT WE ARE GETTING READY TO OPEN THERE. INSTEAD OF KEEPING THIS ON TWITTER, WE POSTED THE CORRESPONDENCE ALL OVER THE FRONT OF THE RESTAURANT UNDER CONSTRUCTION, PROMOTING THAT BURGER KING IS A BRAND THAT WILL LISTEN TO THE VOICE OF A SINGLE FAN AND RESPOND TO THEIR WISH.