| |
-
SUB CATEGORY :
BREAKTHROUGH IN CREATIVE STRATEGY
-
ENTRANT COMPANY :
THE PRODUCE LTD., TOKYO
-
TITLE :
CREATE YOUR BURGER KING STORE
-
BRAND :
BURGER KING
-
ADVERTISER :
BK JAPAN HOLDINGS CO., LTD.
-
AGENCY :
THE PRODUCE LTD., TOKYO/
DE INC., TOKYO
-
CREATIVE DIRECTOR :
HIDEYA IWATA
-
ART DIRECTOR :
HIDEYA IWATA
-
COPYWRITER :
HIROMU MATSUKI
-
EXECUTIVE PRODUCER :
HIDEKI TAKEUCHI
-
AGENCY PRODUCER :
HIDEKI TAKEUCHI
-
DESIGNER :
SEIYA NAKAZAKI/MIHARU SAITO
-
ACCOUNT DIRECTOR :
SHINICHI NAKAZAWA/RIE USHIKUBO/ERI NISHIDA
-
STRATEGIC PLANNER :
HIROMU MATSUKI
-
PLANNER :
MOMOKO KOSHIBA
-
PR AGENCY :
ANTIL INC., TOKYO
-
EXECUTIVE PR :
HIROKI SASAMOTO
-
PR DIRECTOR :
HIROKI SASAMOTO
-
PR MANAGER :
YUSEI YOSHIDA
-
PR SPECIALIST :
ORIE NISHIDA
-
PR PLANNER :
YUMA KAWASHIMA/CHISATO OMORI
-
FILM PRODUCTION COMPANY :
TAIYO KIKAKU CO., LTD., TOKYO
-
EXECUTIVE PRODUCER :
KAZUKI ITAYA
-
EDITOR :
AKINOBU KATO
-
SE :
EISUKE SUGIMOTO
-
NARRATOR :
RYUTA IZUMI
-
SPECIAL EFFECTS COMPANY :
HAKUHODO I-STUDIO INC., TOKYO
-
WEB DIRECTOR :
TAKESHI YOSHIMURA/MASAHIKO KAWAZOE
-
WEB PLANNNER :
MASAYUKI IMAI/KOHEI SHIBAHARA
-
CAMPAIGN SUMMARY :
Burger King stores in Japan are few. The burger market is dominated by McDonald’s. While McDonald’s boasts 3,000 stores, Burger King has only a mere 230. On social media, complaints flood in almost daily, with people pleading, “Open one in my town!” However, opening new locations isn’t easy... Finding vacant properties and suitable areas for new stores has been a constant struggle. Unfortunately, Burger King in Japan is still in its growth phase, meaning it lacks both sufficient manpower and funds... It was a situation that wasn’t good for either Burger King or its customers...
Burger King, in an effort to overcome the growing pains of store expansion, made a bold shift in approach by seeking help not only from its own resources but also from its fans. Burger King launched an unprecedented campaign called "Create Your Burger King Store," inviting fans to search for and submit information about vacant properties that would be perfect for a Burger King location. If the property led to a successful deal, the contributor would receive a reward of 100,000 yen (650USD). This campaign allowed Burger King to gather property information from across the country, making it clear which areas were prime for new stores. At the same time, fans had the chance to bring a Burger King closer to their own neighborhood, making it easier to enjoy their favorite authentic burgers. It was a win-win idea designed to solve the challenge of finding vacant properties while strengthening the connection between Burger King and its customers.
Burger King launched a special website for the "Create Your Burger King Store" campaign to collect property information. Within 24 hours, the campaign received about 20,000 submissions, eventually surpassing 78,000 entries from all over Japan—far exceeding expectations. Using the submitted property leads, Burger King opened new locations one after another (12 stores).
-
INSIGHT :
Burger King stores in Japan are few. The burger market is dominated by McDonald’s. While McDonald’s boasts 3,000 stores, Burger King has only a mere 230. On social media, complaints flood in almost daily, with people pleading, “Open one in my town!” However, opening new locations isn’t easy... Finding vacant properties and suitable areas for new stores has been a constant struggle. Unfortunately, Burger King in Japan is still in its growth phase, meaning it lacks both sufficient manpower and funds... It was a situation that wasn’t good for either Burger King or its customers...
-
STRATEGY :
To overcome the growing pains of store expansion, Burger King shifted its approach, deciding not to search for vacant properties on its own but to involve its fans in the search. The main target was fans on social media complaining, "Open a store in my town!" Burger King aimed to win them over. By encouraging fans to search for vacant properties and submit information, Burger King offered these fans the chance to bring a store to their neighborhood, making it easier to enjoy their favorite authentic burgers. This collaboration helped supplement the brand's lacking manpower.
-
CREATIVITY IDEA :
Burger King launched an unprecedented campaign called "Create Your Burger King Store," inviting fans to search for and submit information about vacant properties that would be perfect for a Burger King location. If the property led to a successful deal, the contributor would receive a reward of 100,000 yen (650USD). This campaign allowed Burger King to gather property information from across the country, making it clear which areas were prime for new stores. At the same time, fans had the chance to bring a Burger King closer to their own neighborhood, making it easier to enjoy their favorite authentic burgers. It was a win-win idea designed to solve the challenge of finding vacant properties while strengthening the connection between Burger King and its customers.
-
EXECUTION :
Burger King launched a special website for the "Create Your Burger King Store" campaign to collect property information. A promotional movie was created, and the application process was shared on social media, quickly gaining massive attention. Within 24 hours, the campaign received about 20,000 submissions, eventually surpassing 78,000 entries from all over Japan—far exceeding expectations. Using the submitted property leads, Burger King opened new locations one after another (12 stores as of January 2025). The campaign drew significant media attention and became a nationwide sensation.
-
RESULT :
Burger King opened new locations one after another based on the property leads gathered through the "Create Your Burger King Store" campaign, reaching 12 stores as of January 2025.
Number of media coverages 278
Earned media ¥343.1 million (2.2 million USD)
Media Impressions 58.0 million
-
URL :
|
|
