Proud Whopper|短视频|广告营销案例【ADGuider广告指南】

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骄傲的华勃

案例简介：活动描述我们需要推广汉堡王的新标语 “以你的方式”，用它来点燃围绕接受和平等权利的对话，并让人们去我们的商店。为了实现这一切，我们决定让我们自己的产品说话。我们对品牌的核心资产做了一个简单的调整: 我们用彩虹的颜色包裹了华普，称之为骄傲的华普。就在它发布后，人们涌向商店品尝这个 “新” 汉堡。但是一旦他们打开了骄傲的华勃，里面的信息解释了一切: “我们在里面都是一样的。"骄傲的华勃和其他华勃一样。包装和视频是由吃骄傲的华勃的人的反应制作的，它接管了社交媒体和大众媒体出版物，被分享、重新博客、发布在 Instagram 上、在 eBay 上出售, 甚至被用作《今日美国》、《纽约时报》、哥伦比亚广播公司等等的新闻内容。客户简报或目标超越我们的 QSR 类别，被视为世界上最有意义的品牌之一，因为我们的立场受到钦佩。为了实现这一目标，我们有两个短期目标: 1) 创造文化影响，通过赢得的媒体印象和整体媒体情感来衡量。2) 改变品牌感知，成为对话的一部分。3) 提高品牌的整体感知，amongst QSR 消费者。有效性在短短一周内，《骄傲的华勃》重新点燃了关于平等权利的对话，产生了超过 700万种观点 (94% 积极/中立的社会情绪), 11亿的印象价值 2100万美元，在赢得的媒体 (如纽约时报，今日美国，卫报)，超过 450000 博客提到,并成为 Facebook 和 Twitter 上的头号热门话题。根据益普索的研究，骄傲的华勃达到每 5 个美国人中的 1 个。包装成为纪念品，象征接受，接管 Instagram，甚至在易趣上以高达 1,025 美元的价格出售。这部带有人们对这个 “新” 汉堡推出的反应的电影在网上产生了数百个反应视频。该活动在 “让我想买” 中的得分是 + 24%，而同期所有 QSR 广告的平均得分是 +。汉堡王在美国的总销售额在这一周增长了 4.7%。执行我们的想法是用品牌自己的产品点燃关于平等权利和品牌新标语的对话。我们认为，如果汉堡王可以制造 200000 多种不同的汉堡，它接受任何汉堡，不管它是什么。所以我们邀请人们尝试一个新的: 骄傲的华勃，一个包裹着彩虹颜色的普通华勃。打开时，包装器显示了一条信息: “我们在里面都是一样的。"人们涌向出售骄傲的华勃的 BK 商店，这是旧金山 8 号和市场的一家商店，正是游行结束的地方。购买汉堡、打开汉堡和发现汉堡信息的整个过程中的反应产生了一部在线电影，通过社交媒体和大众媒体出版物传播。相关性几十年来，汉堡王使用了同样的标语 “有你的方式”，决定是时候进一步推动它了。2014年5月，该品牌将其改为 “随你便”。我们的目标是促进这一变化，并利用它在世界各地点燃关于接受和平等权利的对话。我们决定进行我们自己的差异讨论: 如果汉堡王可以制造 200000 多种不同的汉堡，它接受任何汉堡，不管它是什么。所以我们邀请人们尝试一个新汉堡: 骄傲的华勃，一个包裹着彩虹颜色的华勃。战略根据 2014年初美国哥白尼的一项大规模定量细分研究，我们确定了我们产品类别的最大支出来自一个我们称之为 “Aspires” 的群体。Pires 代表 20% 的快速服务餐厅 (QSR) 消费者，但过度指数消费，因此他们最终代表 27% 的类别支出 (所有细分市场的大部分)。当我们将这些人转化为我们的粉丝时，他们往往比普通快餐消费者多花至少 30% 的 “每张票”。我们也知道这些人非常关心他们周围的社会问题。2014 盖洛普民意测验显示，18 至 29 岁的人口中有 78% 支持同性婚姻 (高于 1996年的 41%)。像这样的话题感觉它们可能是丰富的领域，通过这些领域，品牌可以点燃与它们的对话和体验。

骄傲的华勃

案例简介：Campaign Description We needed to promote Burger King's new tagline "BE YOUR WAY", use it as an ignition for conversations around acceptance and equal rights, and get people to our stores. To achieve all of this, we decided to let our own products talk. We made a simple tweak on a core asset of our brand: we wrapped the Whopper with the colors of the rainbow and called it the Proud Whopper. Right after its release, people flocked the store to taste this "new" hamburger. But once they unwrapped the Proud Whopper, the message inside explained everything: "We are all the same inside." The Proud Whopper was just like any other Whopper. The wrapper and a video made with the reactions of people eating the Proud Whopper took over social media and mass media publications, being shared, reblogged, posted on Instagram, sold on eBay, and even used as news content on USA Today, New York Times, CBS, and many more. Client Brief Or Objective To reach far beyond our QSR category, to be seen as one of the most meaningful brands in the world, by being admired for what we stand for. In order to make it happen, we had two short-term objectives:1) Create cultural impact, measurable by earned media impressions and overall media sentiment.2) Change brand perception and be part of the conversations.3) Improve overall perception of the brand, amongst QSR consumers. Effectiveness In just one week, the Proud Whopper reignited conversation about equal rights, generating over 7 million views (94% positive/neutral social sentiment), 1.1 billion impressions worth $21 million in earned media (on vehicles such as New York Times, USA Today, The Guardian), over 450000 blog mentions, and became the #1 trending topic on Facebook and Twitter. According to IPSOS research, the Proud Whopper reached 1 out of every 5 Americans. The wrapper became a souvenir, a symbol of acceptance, taking over Instagram, and even being sold on EBAY for up to US$ 1,025. The film with people’s reactions to the launch of this “new” burger generated hundreds of response videos online. The campaign scored +24% in “made me want to buy” versus the average score of all QSR ads during that same period of time. Burger King total sales in the US grew by 4.7% during the week of this activity. Execution Our idea was to ignite the conversation about equal rights and the brand's new tagline using the brand's own product. We thought that, if Burger King could build over 200000 different burgers, it accepts any burger, no matter what it is. So we invited people to try a new one: the Proud Whopper, a regular Whopper wrapped with the colors of the rainbow. When opened, the wrapper revealed a message: "We are all the same inside." People flocked the BK store selling the Proud Whopper, a store at 8th and Market in San Francisco, exactly where the parade ends. The reactions during the whole process of buying the burger, unwrapping, and discovering the message generated an online film, which spread through social medias and mass media publications. Relevancy After decades using the same tagline "HAVE IT YOUR WAY", Burger King decided it was time to push it further. And in May 2014, the brand changed it to "BE YOUR WAY". Our objective was to promote this change and use it to ignite conversation about acceptance and equal rights around the world. We decided to make our own differential talk: if Burger King could build over 200000 different burgers, it accepts any burger, no matter what it is. So we invited people to try a new burger: the Proud Whopper, a Whopper wrapped with the colors of the rainbow. Strategy Based on a large quantitative segmentation study by Copernicus in US in early 2014, we had identified that the largest spend in our product category came from a group we called “Aspires”. Aspires represent 20% of the Quick Service Restaurant (QSR) consumers but over-index on consumption, thus they end up representing 27% of the category spend (the most of all segments). When we convert these folks into our fans, they tend to spend at least 30% more “per ticket” than the average fast food consumer. We also knew that these guys cared deeply about the social issues around them. A 2014 Gallup poll showed that 78% of the population between 18 to 29 years old was in favor of same-sex marriage (up from 41% in 1996). Topics like this felt like they could be rich areas through which brands could ignite conversations and experiences with them.