Global News

Cannes Lions 2019: Whopper Detour By FCB For Burger King Wins Titanium Lions, Its Third Grand Prix Award

Sponsor Digicon

After two Grand Prix wins, one for Direct Lions and another for Mobile Lions, Burger King’s “Whopper Detour” yet again sits on top this time for Titanium Lions.

Titanium Lions is a category that was created to recognize “out-of-the-box” ideas that is both bold and provocative, but brings results and pushes the industry forward. And the fast food chain’s Whopper Detour checks out all the boxes for a Titanium Grand Prix win. After all, the campaign was so bold it almost seemed like a prank.

Fernando Machado, Burger King’s Chief Marketing Officer, explained that the Whopper Detour was a defining campaign for them, which would pave the way to other successful campaigns. The whole initiative was built around the idea of having people go to a McDonald’s to order a Whopper (which of course you can’t do). If they do, they get a huge discount when they arrive at a nearby Burger King branch.

https://www.youtube.com/watch?v=D6uuEQmn5vQ

But it wasn’t just the humor that made the campaign a success, but also the technology behind it. By utilizing GPS, digital maps, geo-fencing, and other data-driven tools, bringing customers to a McDonald’s then towards a nearby Burger King branch was seamless for most. The campaign eventually led to breaking foot traffic records, higher BK app downloads, and of course tons of burgers grilled, flipped, sold, and consumed.

 

Other campaigns that received Titanium Lions include:

  • “Changing the Game” by McCann New York for Microsoft
  • “Nike Dream Crazy” by Wieden+Kennedy, Portland for Nike
  • “Viva La Vulva” by AMVBBDO London for Essity
  • “The Uncensored Playlist” by DDB Berlin for Reporters Without Borders
  • “The Last Ever Issue” by VMLY&R Poland for Gazeta.PL, Mastercard, and BNP Paribas

Check out the full list here.

Main Image from Cannes Lions 2019 via Twitter.

Partner with adobo Magazine

Related Articles

Leave a Reply

Back to top button