Burger King had been on the "UberEats", "Rappi" and "Pedidos Ya" platforms for a bit over a month, and without any communication or campaigns, it reached 7% of its sales with the Delivery service. The Brief asked for a low-budget campaign, strong in digital, to officially launch the service and double that number, reaching 14% of its sales on delivery platforms.

Chilean cities, as any city founded by Spaniards, have many streets and avenues with names associated with European royalty. We used this urban condition to design a promotion called "The King of the Streets" and in which, allied to Uber Eats, we would give away 3000 Whoppers to those who lived, or were passing through, on any of these streets. As long as they were within the radius of a Burger King on the UberEats platform. This way, we made possible that almost every street named after a king became a place where anybody having the app can enjoy a free Whopper, encouraging people to play with the city while ordering from Burger King through the platform.

We teamed up with Uber Eats, that has the strategic data of geolocalization and the eCommerce platform we needed to develop an idea like this. Inside the app we defined a delivery radius for every BK restaurant (to ensure the freshness of the quality of the product delivered) and crossed that data of those radiuses with the streets with names related to royalty.

Our audience was diverse, but mostly young minded people, digitally native. The strategy was to go "fish" for our consumers with geolocalization, and through the Uber Eats platform, since every time someone was on a street related to royalty, a "push message" would be sent to that person with a coupon for a free Whopper. That way we would not only reach those who lived there, but also those who were passing through.

Within a month prior to the launch of the campaign, we had to define with UberEats the delivery radius for every BK restaurant (to ensure the freshness of the product delivered). After that a team conformed between the agency and UberEats was designated to find almost every single street named after a king o with a name related to royalty. All that data (over 500 different streets on a nationwide scale / more than 200 square miles of streets) were mapped and programmed through the UberEats app using geofencing softwares owned by UberEats.

When we had identified all the streets that would be part of the promotion, we defined key appealing messages for the different types of users to motivate the use of the promo codes.

Having all this in consideration, we also had a contingency team who would update the promotion with the streets suggested by our fans.

+3 MILLIONS OF USERS REACHED

31% MORE DELIVERY SALES

+3000 WHOPPERS GIVE AWAY IN LESS THAN A WEEK

+37000 NEW BURGER KING CONSUMERS ON UBER EATS

54% GROWTH ON THE PLATFORM DURING THE CAMPAIGN'S WEEK

CREATIVITY PICK OF THE DAY ON ADVERTISING AGE