SUB CATEGORY :

USE OF GUERRILLA MARKETING & STUNTS

ENTRANT COMPANY :

CHEIL WORLDWIDE, SEOUL

TITLE :

WHOPPER TATTOO

BRAND :

WHOPPER

ADVERTISER :

BURGER KING KOREA

AGENCY :

CHEIL WORLDWIDE, SEOUL

CREATIVE DIRECTOR :

SEONGPHIL HWANG

ART DIRECTOR :

TAEYUL KO

COPYWRITER :

SEUNGREE KANG

ACCOUNT EXECUTIVE :

JOOHONG MIN/YUMI JEONG/JONGHAE KIM/MINJIN JEONG

PLANNER :

SEUNGHYUN JO

MEDIA AGENCY :

CHEIL WORLDWIDE, SEOUL

PR AGENCY :

CHEIL WORLDWIDE, SEOUL

FILM PRODUCTION COMPANY :

JUNPASANG PRODUCTION, SEOUL/THE BLUE, SEOUL

DIRECTOR :

CHANHOON PARK (THE BLUE)

DIRECTOR OF PHOTOGRAPHY :

SEUNGMIN YI (THE BLUE)

ASSISTANT DIRECTOR :

JEONGHWAN CHOI

EXECUTIVE PRODUCER :

KYOUNGHYUN KIM (JUNPASANG)

FILM PRODUCER :

SEUNGHYUN JO (JUNPASANG)/JONGBECK LEE/
YEONJI PARK/SEUNGAH LEE/MINJIN KIM (THE BLUE)

LIGHTING :

DONGHWAN KIM (THE BLUE)

POST-PRODUCTION COMPANY :

25POST, SEOUL/LUCID CLOUR, SEOUL

EDITOR :

DONGHYUN KIM (25POST)

COLORIST :

HYEWON KWAK (LUCID CLOUR)

SPECIAL EFFECTS COMPANY :

THE FRIST GATE, SEOUL

VISUAL EFFECTS :

SANGHOON JEONG

SOUND PRODUCTION COMPANY :

STONE SOUND RAW, SEOUL

SOUND DESIGNER :

SUNGLAE HONG

MUSIC COMPOSER :

YEOJIN LEE

PRINT PRODUCTION COMPANY :

BOUNCE CREATIVE, SEOUL

PHOTOGRAPHER :

CHOUNGSUN PARK/YOUNSEOB SIM

DESIGNER :

WANMO KOO/JAEKYUN KIM/SUNGJIN LEE

CAMPAIGN SUMMARY :

BACKGROUND
In South Korea, it’s common to see flyers everywhere. Every day, flyers and coupons of various fast food brands litter the streets. But rather than attracting people to the stores, they are mostly discarded – or lost. And it’s the same with digital.

For their 40th anniversary in Korea, Burger King wanted to promote their newly upgraded flame-grilled Whopper more effectively – without using flyers.

IDEA
The Whopper Tattoo resembles a real tattoo and includes a barcode that doubles as a coupon. Collaborating with leading Korean tattoo artists, we created 50 unique designs inspired by the ‘flame,’ with barcodes symbolizing the ‘grill.’
Each Whopper Tattoo can be scanned at a Burger King kiosk.

To ensure broad accessibility, Burger King utilized instant tattoo printing technology. The ‘tattoo gun’ applies cosmetic-grade ink to create a tattoo in just one second. The Whopper Tattoo is the first to feature a barcode embedded in such an instant tattoo.

STRATEGY
Our strategy was to create a coupon people would be eager to receive and proud to display, minimizing the chance of it getting lost and maximizing its use. Printing a tattoo directly onto the skin was the ideal solution. People chose from various flame-inspired designs, proudly showcased their tattoos on social media, and inadvertently promoted Burger King.

The barcode embedded in the tattoo attracted more store visits than any other coupon. Instead of fumbling for a crumpled piece of paper to show the cashier, customers could simply scan their tattoo at the kiosk, making the process both novel and enjoyable. This ‘tattoo – scan – reward’ approach allowed thousands to engage with the brand in a fresh and personal way.

RESULTS
+8,000 People Tattooed
Acting as walking advertisement

+189M
Media Impressions

+208%
Busan Store Sales Increase

+170%
Seoul Store Sales Increase

CREATIVITY/IDEA/INSIGHT :

The Whopper Tattoo resembles a real tattoo and includes a barcode that doubles as a coupon. Collaborating with leading Korean tattoo artists, we created 50 unique designs inspired by the ‘flame,’ with barcodes symbolizing the ‘grill.’ Each Whopper Tattoo can be scanned at a Burger King kiosk.

To ensure broad accessibility, Burger King utilized instant tattoo printing technology. The ‘tattoo gun’ applies cosmetic-grade ink to create a tattoo in just one second. The Whopper Tattoo is the first to feature a barcode embedded in such an instant tattoo.

People receive their chosen tattoo design along with a reward, while Burger King benefits from free exposure as people show off their tattoos – a win-win for everyone.

STRATEGY :

Our strategy was to create a coupon people would be eager to receive and proud to display, minimizing the chance of it getting lost and maximizing its use. Printing a tattoo directly onto the skin was the ideal solution. People chose from various flame-inspired designs, proudly showcased their tattoos on social media, and inadvertently promoted Burger King.

The barcode embedded in the tattoo attracted more store visits than any other coupon. Instead of fumbling for a crumpled piece of paper to show the cashier, customers could simply scan their tattoo at the kiosk, making the process both novel and enjoyable. This ‘tattoo – scan – reward’ approach allowed thousands to engage with the brand in a fresh and personal way.

EXECUTION :

The role of the tattoo artist was taken on by the 'Tattoo King,' who donned a king mask and costume created with a 3D printer. He hit the streets with a 'Tattoo Gun’ and a 'Tattoo Book' featuring 50 designs, conducting a guerrilla-style promotion.

How it worked: ① Find the Tattoo King on the street ② Choose and get a tattoo design you like ③ Scan the tattoo at a store kiosk to receive a reward. The Tattoo King was always on the move and encouraged people to share his location in real time. The temporary nature of the tattoo added excitement and urgency to the campaign. Social media buzzed with varied and amusing reactions, including people racing to Burger King, pledging not to shower, or aiming to collect all 50 tattoos.

The campaign took place at Haeundae Beach in Busan and Gangnam Station in Seoul during the peak of summer when tattoos are most noticeable. Since then, there have been numerous requests to bring the Tattoo King to other regions.

RESULT :

+8,000 People Tattooed
Acting as walking advertisement

+189M
Media Impressions

+208%
Busan Store Sales Increase

+170%
Seoul Store Sales Increase

"Ink-redibly tasty new summer campaign"
campaign

A unique way to enjoy the flame-grilled taste”
Little Black Book

"A solution for even the most intense fans"
ADWEEK