Burger King
Creative Advertising Campaign:
DRIVE-UP
Interactive Campaign
The Objective
Recruit a new generation of customers by hacking into April Fools’
Insight
Gen Z, 18-24 Year olds are always on the ‘GO’ lifestyle.
These young adults are busy people who love everything to be quick, simple, and easy.
Collaborators:
Concept: Grace Amerling
Visuals: Stephanie Guerra
Copywriting: Grace Amerling & Elo Piacentini
Campaign Challenge
Creating a campaign that will become the ultimate April Fools’ prank.
Digital Factor: UX Design for APP
* To leverage technology to successfully engage younger guests
* Consider digital platforms such as BK app, delivery and self-ordering kiosks as potential inspiration for ideas.
Target Audience
* 18-24 yrs.
* Not big fans of the TV.
* Are skeptical of marketing claims.
* Don’t frequent Burger King as often as the older generation.
* Don’t think Burger King is that cool (it is though)
* Want experiences that are authentic and real. (think fast food is fake)
About: Drive-Up Campaign
Hungry people on the road will be able to place an order on the 'Drive-Up' app.
When the order is placed, to their surprise, they will be pranked. They fell for a non-existent campaign. APRIL FOOL'S!!
Hungry people may get HANGRY, we have them covered!
Those who fell for the prank will be rewared with a FREE whopper, with our innovative whopper 'Drive-Up' technology, the app will give the fooled the closest BK location, send a chime to the BK, drive up and redeem their FREE whopper, leaving with a happy belly.
Simple, easy and quick, just like they love it.
April 1st: Prank Day
* Surprise! Burger Drive Up is here.
* People on highways want to try out the app.
* They download it.
* It’s revealed it was all an April Fool’s Day Joke.
* They receive a free Whopper coupon.
* Next time they stop to eat, they go to a Burger King.
Campaign's Timeline
