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.

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.

RESULTS
+8,000 People Tattooed
Acting as walking advertisement

+208%
Busan Store Sales Increase

+170%
Seoul Store Sales Increase