1 - Burger King-Broiler Salesman - Las Cruces, NM|海报/平面|广告营销案例【ADGuider广告指南】

1-汉堡王-肉鸡推销员-Las Cruces，NM

案例简介：ScriptInEnglish 脚本 1 汉堡王-肉鸡推销员 1 v.O.以下是对一家快餐店的真实电话记录。员工: 麦当劳大学，(bleep) 发言推销员: 嗨，你今天怎么样？员工: 很好，你好吗？售货员: 我很好。我很好.我打电话给你的原因是…… 我想知道你是否能告诉我你们在那里是如何做汉堡的？员工: 我们使用平面。售货员: 那么现在你一天做多少个油炸汉堡？员工: 很多…… 推销员: 好的。我卖厨房设备。我卖火焰烤架。员工: 啊。我知道汉堡王用这个。我们不使用它。售货员: 对。你知道其他类似火焰烤架的链条吗？员工: 据我所知，只有汉堡王。售货员: 你检查过比赛吗？员工: 当我真的想吃汉堡这样的东西时.售货员: 对。员工:…… 我通常会在汉堡王停下来，买一个华勃。售货员: 是的，因为它有那种味道，你知道，那些烧烤痕迹和那种火焰烧烤的味道!员工: 是的，先生。售货员: 非常感谢你的帮助。员工: 哦，是的。推销员: 今天油炸快乐，明天烧烤快乐。员工: 给你。V.O.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。这就是为什么我们决定尝试向麦当劳和温迪店出售火焰烤肉架，这样他们就可以像汉堡王一样吃美味的火焰烤肉架。这就是为什么我们创建了广播活动: 肉鸡推销员。一场对我们竞争对手餐馆的真实电话的运动。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一名推销员尝试向我们的主要竞争对手销售火焰烤肉架，就像汉堡王使用的那种，这些竞争对手使用平板油炸机，比如麦当劳和温迪。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。这是汉堡王在电台的第一次 “现场实验”，以新鲜真实的方式使用媒体。出于法律原因，为了保护餐厅经理的身份，我们不得不 “哔” 他们的名字，并对他们的声音做一点修改。

1-汉堡王-肉鸡推销员-Las Cruces，NM

案例简介：ScriptInEnglish SCRIPT 1 Burger King - Broiler Salesman 1 V.O. The following is a recording of a real call made to a fast food restaurant. Employee: McDonald's University, (bleep) speaking Salesman: Hi there, how are you doing today? Employee: Good how are you? Salesman: I'm good. I'm good…. The reason I was calling you is… I wanna see if you could tell me a little bit of how you guys make your burgers over there? Employee: We use the flat surface. Salesman: So right now how many fried burger do you make like in a day? Employee: It's a lot… Salesman: Ok. I sell kitchen equipment. I sell flame-grills. Employee: Ah. I know Burger King uses that. We don't use that. Salesman: Right. Do you know other chains the use like a flame-grill? Employee: Only Burger King from what I understand. Salesman: Do you check the competition? Employee: When I really want something to eat like a burger... Salesman: Right. Employee: … I normally stop at Burger King and get a Whopper. Salesman: Yeah because it got that flavor you know, those grill marks and like that flame-grill flavor! Employee: Yes Sir. Salesman: Thank you very much for your help. Employee: Oh Yeah. Salesman: Happy frying today and maybe happy grilling tomorrow. Employee: There you go. 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.