Burger King crowns a new Queen

March 13, 2017

(marketingmagazine.com.my)– By: Malati Siniah

In conjunction with last Wednesday’s International Women’s Day (IWD) celebration Burger King together with Y&R Shanghai launched a ‘Burger Queen’ campaign to surprise the fast food chain’s female customers.

A few days before IWD a teaser of the campaign first kicked off across China’s key social media platforms and drew up to 60 million views. Prompted by the question, ‘Can you be our Burger Queen?’, most female interviewees, despite their various differences, doubted or questioned their worthiness of such a regal title.

As a follow up to the interviews, viewers were then taken inside a Burger King restaurant where female customers were given a special burger box. Upon opening the box these women faced a mirror topped with a crown and the message ‘Every one of you is our Burger Queen.’

The campaign was led by Malaysian-born creatives Ong Kien Hoe, Executive Creative Director and Annie Boo, Managing Director of Y&R Shanghai.

Frank Wang, Chief Marketing Officer of Burger King China said, “We are very excited about this Women’s Day special, ladies represent a big part of our business and we want to lend this occasion to show them that Burger King isn’t just about the ‘King’. Y&R as our brand partner has been incredibly persistent, sharing creative solutions with us that are at the same time very real, which is what we are about as a brand. We are very proud and happy with this work.”

Selected outlets have been rebranded for the occasion, where special surprise burger boxes are available for International Women’s Day only, 8 March 2017.

Creative Credits:

Client
Chief Marketing Officer – Frank Wang
Marketing Director – Kate Ho
Marketing Manager – Lynn Zhang

Agency
Executive Creative Director – Ong Kien Hoe
Managing Director – Annie Boo
Creative Director – Yangwei
Associate Creative Director – Ken Wong
C
opywriter – Trinity Ni
Art Director – Cora Yang, Shayne Xiao, Dean Yu, Luna Ding
Account Management – Denise Chen, Rebecca Liu, Leon Zhao
Strategic Planner – Vidia Wang

 

APPIES 2017

FAME STARTS HERE: APPIES Malaysia 2017 Open for Entries

Win at the APPIES and shine for the rest of the year!

Almost all of last year’s winners for APPIES Malaysia went on to win big in regional and global awards shows which is why we are bringing back Malaysia’s “TED for Marketing” for its second year!

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Our 2016 winners pitched their cases to key decision makers from Shell Malaysia, Huawei, CIMB and more!

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Entrant campaigns must have run between April 2016 and April 2017 in any of these six categories – consumer durables, consumer services, food and beverage, non-food FMCG, business services, as well as government, cultural, social and environmental campaigns.

All entries should reach us before the closing deadline of 30th April 2017. For further details on this year’s APPIES Malaysia click here or visit www.appies.com.my

This year’s APPIES Malaysia will be held at Eastin Hotel on June 1st & 2nd.