Because of the bravery to embrace a not so incredible business reality and transform it into a new service to give the best to the consumers. Besides that is also important to highlight the way Burger King made a whole campaign and strategy using this strange insight. A non-tradicional use of courage as strategy to make a weakness become a strength.

Burger King stores at night are so friendly as they are that during the day. Drunk people, fights, bizarre meetings, after-parties parties... So the brand wanted to create an alternative for those who loves eating a Whopper at night but wants to avoid all these strange things.

The brand understood that it was possible to sell even more during the night if it was possible to overcame all the store's issues that we face on this period. First of all, we understood that only a campaign or only a new service isolated wouldn't be enough. It was necessary to combine solutions. But the tone of voice of the brand allowed us to embrace some weakness as a way to change the game. In the end, all we wanted was to increase sales and offer a new alternative to our consumers.

First of all, the brand collected the vision of its own consumers about the problem. It became clear that almost a 100% of BK's clients had the same opinion about our stores at night. Then it was time to embrace the problem as a way to build the solution. So we transformed this cultural insight about our brand is into the reason why to create the Late Night Delivery. But we kept breaking barriers and we decided to launch this service with a campaign that shows this painful truth to everyone with real videos from Youtube.This moment became a turning point, because the concept "the best of BK without the worst of BK" became a hit in the whole country, making our sales increase during the night.

A new delivery service, the Late Night Delivery, with special deals from 11 PM to 6 AM. A way to encourage people to have a Whopper away from our stores. And to promote it we created the slogan "the best of BK without the worst of BK" and used our worst Youtube moments as a campaign. Instead of hiding the truth our strategy was to embrace it and transform it into a game changer moment to the brand.

In the first weekend, we collapsed our delivery app twice, and more than 100 stores sold out before 2 AM. The sales increased 128% during the whole campaign (nigh shift). The campaign video was also a huge hit, with more than 20 million views, 77.000 shares and 99% of positive comments.