Small Agency Campaign Of The Year, Digital, Gold: “Burger King Traffic Jam,” We Believers
We Believers’ effort to promote Burger King delivery took to the road—literally.
The agency headed to Mexico City, which has notoriously terrible traffic. That means commuters stuck in gridlock can’t get to a restaurant, let alone order delivery. With the “Traffic Jam Whopper” campaign, people could get a Whopper delivered to them, even when their car was barely inching along the road. The campaign used digital billboards, Waze banner ads and push notifications in the Burger King app, which prompted customers to order hands-free when they were in delivery zones. Google Maps APIs then helped the delivery drivers find specific vehicles.
BK app downloads doubled the 2018 total in less than a month, with 10 percent of those who downloaded the app registering for the Traffic Jam service. In the first week, restaurants in the campaign saw a 63 percent average daily increase in delivery orders. The average delivery time was 11 minutes.
Next, the service heads to Sao Paulo, Los Angeles and Shanghai. “The Traffic Jam Whopper gave us the certainty we are on the right path to become the Kings of Delivery in the years to come with initiatives like this,” Fernando Machad, Burger King Global CMO, said in a statement.