Cannes Lions

QR Whopper

DAVID SÃO PAULO, Sao Paulo / BURGER KING / 2020

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Overview

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Credits

Overview

Background

The whole brazilian population were locked at home because of the pandemic. Theres was not much thing do to beat the boredom. In other hand we needed to remember people about Burger King's delivery service because part of our stores were closed. So the main objective was to create a singular experience to connect people to our sandwich without leaving home.

Idea

We transformed regular TV spots into interactive games reinventing the way people use the QR Code. Instead of being static, the code was constantly moving. The ones who catched the code got a free whopper on its phone. But it was'n that easy.

Strategy

We needed to talk with young Whopper lovers. So we aired TV Spots in specific popular reality shows broadcasted by the most watched TV channel from Latin America, TV Globo.

Execution

3 30 seconds TV spots, aired with 2 days of difference from one to another, without a single word. Just the frenetic QR Code on the screen and a delicious Whopper in the background. More than 3 million people watching each one of the TV Spots, that also were highly announced in out social channels.

Outcome

We delivered more than 60.000 free Whoppers, and the Google searches for the sandwich increased 2.600% after the campaign. Because of QR Whopper, our delivery sales increased 63% in april and may.

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