Burger King gamifies quarantining to encourage Brazilians to keep isolating at home

Campaign from David uses geo-location to encourage safety in country still in the throes of the COVID-19 crisis

Published On
Jun 09, 2020

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As the virus subsides (for now) in some parts of the world, in Brazil it is still raging. As of June 8, Brazil had almost 700,000 confirmed cases and 37,000 deaths, with many more in poorer communities, as reported by the Guardian. 

So Burger King is doing its bit to encourage Brazilians to stay home, using its BK app and geo-location—tools it has used in former successful campaigns such as Whopper Detour and Burn That Ad. The campaign, by David, rewards consumers with better and better prizes, the more they stay at home, starting with snacks and increasing to vouchers for full meal combos. Users that accept the brand’s initiative will be monitored to make sure they're staying home as much as possible. 

“We gamified the quarantine, turning the isolation time into benefits at Burger King," explained Toni Ferreira, head of technology and innovation at David, in a statement.

“Even with the social distancing recommendation, we want to be present in people's daily lives in a relevant way," added Thais Nicolau, director of communication and innovation at Burger King Brazil. "We thought a lot about how to make the topic lighter, considering our responsibility as a brand and company."

Credits

Date
Jun 09, 2020
Client :
Burger King (Brazil)
Agency :
David The Agency
Global CCO & Partner :
Pancho Cassis
MD Global COO :
Sylvia Panico
Creative VP :
Rafael Donato
Head of Innovation & Technology :
Toni Ferreira
Group Creative Director :
Edgard Gianesi
Group Creative Director :
Fernando Pellizzaro
Group Creative Director :
Jean Zamprogno
Group Creative Director :
Fred Bosch
Group Creative Director :
Álvaro Palma
ACD :
Rogério Chaves
ACD :
Fabricio Pretto
Creative :
Toni Ferreira
Creative :
Miguel Gómez
Creative :
Fabio Natan
Creative :
Bernardo Tavares
Creative :
Mariana Valderrama
Assistant Art Director :
Leonardo Fernandez
Head of Account :
Carolina Vieira
Group Account Director :
Rafael Giorgino
Group Account Director :
Stefane Rosa
Account :
Juliana Chediac
Production :
Fabiano Beraldo
Production :
Fernanda Peixoto
Motion :
Leonardo Nichida
Innovation & Technology :
Gustavo Nanes
Social Media :
Lucas Patrício
Planning :
Daniela Bombonato
Planning :
Carolina Silva
Planning :
Tabata Pimentel
Media :
Marcia Mendonça
Media :
Mateus Madureira
Media :
Felipe Braga
Media :
Letícia Fina
Media :
Renata Oliveira
Client Approval :
Ariel Grunkraut
Client Approval :
Filipe Botton
Client Approval :
Fernanda Harb
Client Approval :
Maria Eduarda Darme
Client Approval :
Vinícius Simon de Freitas
Client Approval :
André Sousa
Client Approval :
Leonardo Tini
Client Approval :
Bruno Cunha
Client Approval :
Fabio Queiroz
Client Approval :
Thais Nicolau
Production Company :
Great Studio
Director :
Maurício Castro
Team Great Studio :
Maurício Castro
Team Great Studio :
Tiago Aramayo
Team Great Studio :
Felipe Euller
Team Great Studio :
Lara Assumpção
Sound Production :
Mugshot
Team Mugshot :
Gilvana Viana
Team Mugshot :
Guto Figueiredo
Team Mugshot :
Arthur Abrami
Team Mugshot :
Bruno Zibordi
Team Mugshot :
Chico Reginato
Team Mugshot :
Mauricio Herszkowicz
Team Mugshot :
Henrique Oliveira
Team Mugshot :
Leandro Rodrigo
Production Company :
e-Deploy
Illustration :
Estúdio Le Monster
Team e-Deploy :
Osmar Balthazar Gomes
Team e-Deploy :
Daniel Nagaishi Rodrigues
Team e-Deploy :
Eduardo Silva
Team e-Deploy :
Kendy Nagao
Team e-Deploy :
Aldemir Sales
Team e-Deploy :
Helder Fernandes
Team e-Deploy :
Danilo Panta
Team e-Deploy :
Lucas Selani
Team e-Deploy :
Marcos Santos

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