Cannes Lions

BURGER LOVERS

Y&R COLOMBIA, Bogota / HAMBURGUESAS EL CORRAL / 2015

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Overview

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Credits

Overview

Description

Launching a new product is a big challenge, but launching 4 new products at the same time seems like an impossible task. That's why we needed to create a completely different campaign in order to captivate the attention of the whole country. We created Burger Lovers, the story of a guy determined to marry a cheese burger in order to make it possible for any Colombian to do the same in the future. Why? Because we love hamburgers and there are 4 new burgers coming out. At the end all 4 new burgers sold out and most importantly the bill is going to be debated in the congress.

Execution

We needed to create a completely different campaign in order to captivate the attention of the whole country and we decided to use many communication channels in order to achieve our objective, channels such as outdoor, social media, guerrilla and non-traditional media. We created Burger Lovers, the story of a guy determined to marry a cheese burger in order to make it possible for any Colombian to do the same in the future. Why? Because we love hamburgers and there are 4 new burgers coming out. At the end all 4 new burgers sold out and most importantly the bill is going to be debated in the congress.

Outcome

The 4 new hamburgers we launched sold out in the first month.

The bill to make it possible for people and burgers to get married was officially filed in the colombian congress.

We collected 560.000 signatures to officially file the bill.

432.822 views on Youtube in the first week.

45% increase in Facebook fans.

Trending topic on Twitter.

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