3 - Burger King-Broiler Salesman - Portland, OR|海报/平面|广告营销案例【ADGuider广告指南】

3-汉堡王-肉鸡推销员-波特兰，或

案例简介：ScriptInEnglish 脚本 3 汉堡王-肉鸡推销员 3 v.O.以下是录音的真正的呼吁的快餐店。职员: 麦当劳。售货员: 是的，你好。我能和经理谈谈吗？员工: 你在和一个人说话。我的名字是 (bleep)。售货员: 我打电话来是想问你的烹饪过程是什么？员工: 至于…… 推销员: 至于你的汉堡。例如，你把它们放在一个烧烤.或者.员工: 这是一顶吧。售货员: 你炒。你就是这样准备汉堡的吗？雇员: 所有的汉堡，是的。售货员: 嗯。我实际上是从一家餐馆供应公司打来的，我们卖的是漂亮的火焰烤肉架。员工:… 是的。任何这样的设备都来自麦当劳公司。店员: 如果有个地方有火焰烧烤店已经在那里，你可以去那里拿来好吗？雇员: 如果这是最后我会查出来。是的。我的意思是我会去汉堡王看看他们那边的东西，看看他们在做什么。售货员: 你看到了汉堡王在哪里，(哔)？员工: 我当然可以。售货员: 你看到火焰吗当你浏览汉堡王？你能看到火焰吗？职员: 没有.但有时我都能闻到它。时候提法不一致。为了那种独特的火焰烧烤味道，来到了华勃的家。汉堡王。火焰烧烤自 1954年。 EntrySummary 汉堡王自 1954年以来一直在烧烤。这是该品牌与竞争对手相比的主要差异属性。所以我们决定去找点乐子要卖火焰烧烤肉鸡的麦当劳和 Wendy 's，所以他们可以有美味明火烤汉堡包一样在汉堡王。这就是为什么我们创建的宣传运动: 肉鸡的业务员。一场由真正的要求，我们的竞争对手的餐馆。在电话中，汉堡王暴露了其他品牌不火焰烧烤的原因，表明有时他们更喜欢快速而不是伟大。简要解释我们邀请了推销员试图出售火焰烧烤肉鸡，就像使用在汉堡王，我们的竞争对手采用平顶油炸锅，像麦当劳和 Wendy 's.收音机是对真实餐馆的电话的实际编辑，问题/答案是完全真实的。所有的电话都是在录音室现场录制的。它的第一个 "现场实验" 汉堡王的收音机，媒体在一个新的和真实的方式。出于法律原因，并保护身份的餐厅经理，我们不得不 “哔” 的名字，一个微小的声音。

3-汉堡王-肉鸡推销员-波特兰，或

案例简介：ScriptInEnglish SCRIPT 3 Burger King - Broiler Salesman 3 V.O. The following is a recording of a real call made to a fast food restaurant. Employee: McDonald's. Salesman: Yes Hello. Can I speak with a manager, please? Employee: You are speaking to one. My name is (bleep). Salesman: I was actually calling to ask what is your cooking process? Employee: As far as… Salesman: As far as your burgers. Like, do you put them on a grill… or… Employee: It's a flat top, yeah. Salesman: So, you fry. That's how you prepare all of your burgers? Employee: All the hamburgers, yes. Salesman: Well. I'm actually calling from a restaurant supply company and what we sell are beautiful flame-grill broilers. Employee: …Yeah. Any equipment like that it all comes from McDonald's corporation. Salesman: What if there's a place that had a flame-grill already there and you can just go there and get it? Employee: If it was close by I would check it out. Yeah. I mean I will go over to Burger King and check things out on their end and see what they are doing. Salesman: Can you see the Burger King from where you are, (beep)? Employee: I sure can. Salesman: Do you see any flames when you look over Burger King? Can you see the flame? Employee: No… But sometimes I can smell it. V.O. For that unique flame-grill taste come to the home of the Whopper. Burger King. Flame-grilling since 1954. EntrySummary Burger King has been flame-grilling since 1954. This is the brand's main differential attribute comparing to the competitors. That's why we decided to have some fun trying to sell flame-grill broilers to McDonald's and Wendy's, so maybe they can have delicious flame-grilled burgers like in Burger King. That's why we created the radio campaign: Broiler Salesman. A campaign made of real calls to our competitor's restaurants. During the call, Burger King exposed the reason why other brands don't flame-grill, showing that sometimes they prefer to be fast instead of being great. BriefExplanation We invited a salesman to try and sell flame-grill broilers, just like the ones used at Burger King, to our main competitors who use flat tops fryers, like McDonald's and Wendy's. The radios are actual edits from the calls made to the real restaurants and the questions / answers are completely real. All the calls were recorded live from a studio. It's the first "live experiment" from Burger King in radio, using the media in a fresh and authentic way. For legal reasons and to protect the identities of the restaurant managers, we had to "beep" their names and make a slight modification to their voices.