Cannes Lions

#LonelyNoMore

FAMOUS INNOVATIONS, Mumbai / BURGER KING / 2020

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Overview

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Overview

Background

Valentine’s Day is a large consumption occasion for the Burger King target audience. But it’s also a very crowded occasion, with every youth-focused brand vying for the same consumer’s attention and wallet share. The consumer gets inundated with cheesy and mushy communication from brands, which creates a sea of sameness and finally doesn't cut ice with the consumer. Our job was to stand out in this overcrowded occasion, Burger King style, and thus win earned media, Whopper trials and share of voice.

Idea

In India, there is a statue of Ronald McDonald on a bench outside every McDonald's restaurant. But, sadly, he is always sitting alone. Burger King believed that no one should be lonely on Valentine's Day. So, we asked all of India to take pictures with Ronald and share them with us with #LonelyNoMore. In exchange for a free Whopper.

Strategy

Our core target audience for Burger King is 15-25 year olds. Valentine's Day is a big day of celebration among this set and going out on Valentine's Day is common. We needed to ensure that Burger King was the place they chose to go to. The free Whopper played the perfect carrot, but what really got people to share pictures was the sheer audacity of the idea. We released a digital film with the call-to-action asking people to upload a picture with Ronald McDonald with the #LonelyNoMore and tag @burgerkingindia. Everyone who did so, received a coupon code in their inbox for a free Whopper - redeemable at any Burger King outlet.

Execution

A digital film asking consumers to upload pictures with Ronald McDonald was released on 13th February, 2020 - 1 day before valentine's day. The film went viral instantly, getting millions of organic views, shares and generating incessant social chatter. The film ended with a call-to-action asking viewers to share a picture with Ronald McDonald, with the #LonelyNoMore and tag @burgerkingindia. Everyone who did so, received a coupon code in their inbox for a free Whopper - redeemable at any Burger King outlet.

Outcome

11.7 Million Views

8000 selfies uploaded in 24 hours

Earned media worth USD 5.5 Million

The most talked about Indian brand by Indian and global media on the occasion of Valentine's Day.

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