This is tech-led brand experience, old-school style.

Using the best available technology (in 1991), this campaign, for one month, brought '91 back to life for New Zealand.

Fax-4-Kiwiburger was a promotion that asked Kiwis to find a fax machine, write the word 'Kiwi' and send it to an old McDonald's fax line for a free limited edition burger.

Every point of the customer journey, from the burger itself, to the OOH, the fax vouchers, and the in-store experience dripped in '91 radness for a full 360 brand experience.

The iconic McDonalds Kiwiburger was launched in New Zealand in 1991; a time millennials and older remember fondly, and a time shrouded in nostalgic mysticism for Gen-Z.

In 2023, McDonald's wanted to bring the burger back.

We knew older Kiwis would be excited by the news, but our challenge was to engage the younger generation and get them buying a burger that they've not only never tasted, but never even heard of.

We brought the best of '91 back with Fax-4-Kiwiburger.

A super high-tech (in 1991) fax-to-win promo. A response mechanic from ancient times, for a burger from ancient times.

Kiwis were invited to fax the world 'Kiwi' to an old McDonald's fax line and to get themselves a free Kiwiburger for their (considerable) trouble.

But first... they'd have to find a fax.

How do you relaunch an iconic burger from the past to a younger generation? (Gen Z) You use technology they know nothing about, from a time they can't even remember.

It sounds crazy, but with the resurgence of 90’s and early 2000’s fashion and culture that has younger generations in a chokehold, it was the only way to sell this burger.

We leveraged this nostalgia and brought the best of the 90’s back, with a promo dated in '91. Nostalgic and humourous for the older generations, mystical for the younger.

And 2023 loved it. Kiwis searched through their nanas' attics, business centres and doctors' offices to find this 90’s relic.

And of course, they shared it, and liked it online as could only be expected.

We launched the promotion '91 style, with a billboard campaign – knowing full well our Gen Z'ers would quickly talk about it in their channels online – which they did.

All Kiwis had to do was plug a fax in

Write the word ‘Kiwi’

Dial 64-9-329-2946

Send

And we'd fax them back in 5-10 minutes with a voucher for a free Kiwiburger.

Gen Z and their "internet" would do the rest.

The promotion was live for 3 weeks in the lead-up to the Kiwi summer.

Every point of the customer journey, from the burger itself, to the OOH, the fax vouchers, and the in-store experience dripped in '91 radness. We even brought the '91 McDonald's logo back for a full 360 '91 experience.

The campaign was a fax-tas-tic success.

Quite surprisingly, 3571 unique faxes were sent.

Awareness among Gen Z was 40% above the Macca’s benchmark and trial a whopping 100% above.

In total, the entire Kiwiburger campaign reached 10M impressions.

Resulting in the Kiwiburger massively surpassing sales targets with over 700,000 sold in 7 weeks. That's one for almost 14% of the entire New Zealand population.