Case Study

Burger KingGoogle Home of the Whopper


Burger King’s ‘Google Home of the Whopper’ campaign won the Grand Prix for Direct at Cannes International Festival of Creativity 2017, for use of broadcast.

Burger King managed to activate Google Home devices through its commercial. It first launched on the Burger King YouTube channel and featured a Burger King attendant trying to describe a Whopper and its fresh ingredients. Running out of time, he ended by asking Google the question, “Ok Google, what is The Whopper burger?”. And low and behold, Google Home assistants and Android phones that enabled voice search, automatically started reading out the answer from the Burger King Wikipedia page. But that’s where complications set in.

Internet trolls managed to edit the Burger King Wikipedia entry, adding ingredients like “100% medium sized child” and “cyanide.” Editors reinstated the original wording and Google then found a way to prevent the ad’s activation of Google Home devices, not long before it was due to be broadcast on TV screens. New versions, with extra audio edits, were launched and within days after the spot aired, Google Home changed its software to recognise up to six voices only.

Results

  • Earned 9.3 billion global impressions
  • Trended globally on YouTube, Facebook, Twitter, and Google Trends: Burger King’s most talked about TV spot and most engaged video in the brand’s history
  • The spot earned $35 million in US media
  • Created a 500% increase in brand mentions
  • Viewed organically 10 million times online within 48 hours of launch
  • Totalled 15 million online-only views compared to 700,000 Google Home devices targeted
  • Burger King became first brand ever to use voice-activated tech to advertise a product and started a debate around the limits of advertising and invasive technology

BEHAVIOURAL ECONOMICS USED

This is the verbal/sound equivalent of the BIZARRENESS EFFECT – the tendency for bizarre material to be more memorable than common material. By invading consumers’ homes with voice activation, it certainly pervades the bizarre end of the spectrum.

Case Study

AsicsASICS’ Foot Type Test AD


One of the biggest issues for runners is injuring themselves by wearing the wrong shoes. To combat this, ASICS ran a print ad in Brazil with a practical purpose: to help runners work out what kind of shoe they need. Up until then, this information could only be determined by visiting a specialist running store.

The ASICS ad, by Neogama/BBH in Sao Paulo, used a thermochromic ink that reacts to body heat. All people needed to do was stand on the print ad, which appeared on the cover of April’s edition of ‘Runners’ and ‘Women’s Health’ magazines in Brazil. The ad would then show them whether their foot type was a supinator (when the shoes wear themselves out on the outer area of the sole), pronator (wear themselves out on the inner area of the sole) or neutral (when the sole wears itself out uniformly).

BEHAVIOURAL ECONOMICS USED

Ever tried to find the right pair of trainers? There’s an overwhelming amount of choice, so this again is an example of the thought avoidance bias – CHOICE REJECTION. Making the purchase process simple, streamlined and uniquely personal.