The Deconstructed Brief
BurgerKing_GoogleHome217.jpg

One whopper of a stunt

One whopper of a stunt

Brand: Burger King

Agency: DAVID the Agency

Challenge

  • Do more with less.

Rationale:

You can be a leader or a follower. You can either play by the rules or bend them a bit. You can ask permission or act now. 

 

Burger King has been known for marketing efforts that make a bit of noise, with stunts like the Whopper Exchange program and Halloween black bun Whoppers. The chain understands that brand experiences make a longer-lasting impression than just listing the functional benefits of why one should choose a Whopper over a Big Mac. 

 

What you might be thinking after watching this is, "But this ad does just list the functional aspects of the Whopper.” While this may be true, that is not the goal or the focal point of this spot — technology is. With a surge in a not-so-new technology trend, virtual assistants have taken on a bigger role in everyday life, with products such as Alexa, Siri and Google Home. However, brands have faced challenges as to how to use these virtual assistants to their advantage.  

 

The connection?

  • Burger King wants to keep the Whopper top of mind.
  • TV is the largest platform for consumer awareness.
  • The cost differential between :15 and :60 TV spots are increasingly expensive.
  • 200MM devices have access to the voice assistant through either Google Home or Android.
  • The Whopper can't be contained within a mere :15. 

One Thought:

One whopper of a stunt.

Lessons to be learned:

  • New perspective — Although sponsorship and partnerships are valuable and provide credibility, they are not always possible. But that doesn't mean that you can't get creative. Find the loophole and capitalize on it — but only if it's relevant to your consumer. And if you get shut down, find a new way in. Hijack their everyday. Think outside the box. 
  • Speak the cultural language — It's not just about selling something, but about providing an experience. Experience is the currency of our culture. Do more than just sell me something; give me something to remember.
  • Calculated risks — Taking on an arm of the largest search engine might seem like too great a risk, but with great risk, comes great reward. Do your homework, and take the risks that make sense. Go for it. Challenge the norm. It might just get people talking. 

 

Bonus virtual assistant lessons: 

  • Branded audio — Multitasking is the cultural norm. It's very common that people can text friends, check baseball stats and listen to TV, all at the same time. Although they may not be consciously watching, they are hearing. Create an audible brand voice that is not only distinctive to your brand, but is consistent with your brand message as well. Take Arby's for example. 
  • Two-way communication — Virtual assistants are an evolution of an era where radio communications were the driving advertising medium. But instead of solely talking to your consumer, you have the ability to talk with your consumer, breaking down the communication barrier and creating a relationship bridge.
  • V-SEO — Now is the time to optimize your search engine results, as powerhouses such as Google and Amazon go beyond Siri's list of infinite search options. Be the first and only answer when someone says, "OK, Google." 

Other thoughts: How Burger King's Google Home Stunt Reflects the Audio Brand Era