In Japan, McDonald’s holds dominance for hamburgers. Burger King is still a little-known brand, with just 100 outlets vs. McDonald’s having about 3,000. Unlike McDonald’s, which executes a general image strategy and targets all Japanese nationals, we touted the approach that “Burger King is a brand that values you as a unique individual” to create a bond with youth. We thus ambitiously developed this as branding, rather than a simple new outlet announcement.

Our billboard is larger than a 6 sheet poster.