Burger King – King of the Month

Burger King® is promoting the King of the Month® with a huge-scale outdoor advertising campaign. The goal is to quickly build up reach and precisely address customers in the vicinity of the Burger King® restaurants. The campaign was continuously optimised on Digital Out-of-Home (DOOH) screens.

The OBJECTIVE

Promote the new King of the Month® product variants (Classic Long Chicken® and Plant-based Long Chicken®) and to specifically address the two different target groups of “meat lovers” and “flexitarians/vegetarians”.

The TARGET GROUP

18-59 years old with an affinity for fast food/fast food lovers, meat reducers, vegetarians

The MEDIA USED

• Classic Out-of-Home: City Light posters, City Light pillars, Mega Lights, billboards
• Programmatic Out-of-Home: Public Video Infoscreens, Public Video Station, Public Video Mall, Public Video Giants

The MEDIA STRATEGY

Taking into account an individual scoring model, the campaign cities were selected according to branch presence, target groups, TV coverage as well as “on-site” competition. A high-reach media mix of City Light posters, City Light pillars, Mega Lights and billboards ensured high visibility. Double locations rounded off the high-reach communication.

The Playout

Especially around the Burger King® branches, the presence of competitors within a radius of five minutes on foot or 15 minutes by car were analysed and the advertising pressure in the immediate vicinity was individually defined.

By targeting the two assets (Classic and Plant-based Long Chicken®) in the respective locations, attention was also successfully increased.

The campaign was accompanied by a nationwide programmatic DOOH placement in the vicinity of the Burger King® restaurants. Wherever the number of visitors increased, the advertising pressure was adjusted in order to efficiently distribute the budget across the other locations and restaurants (footfall measurement). Dynamic Content Optimisation was the crowning touch to the campaign: The DOOH assets not only featured the “classic” Long Chicken® or Plant-based Long Chicken® motif, but also the distance to the nearest Burger King® restaurant.

The RESULTs

With a broad mix of classic Out-of-Home advertising media, 216.6 million gross contacts were reached nationally, as well as a net reach of 71.4 percent in the target group within the booking area. Programmatic DOOH also generated around 20 million impressions in the direct vicinity of the Burger King® restaurants.