The BURGER KING SA #Swhopper campaign firm favourite for judge. Recognising the importance of creativity in the mobile marketing industry, the MMA EMEA Smarties Awards were held in Istanbul, Turkey, 26 October 2017. The Jupiter Drawing Room Cape Town was awarded a Gold in the Promotion category for its #SWHOPPER campaign for BURGER KING® South Africa.
BURGER KING® SA asked South Africans to upload images of their simple meals to a special microsite on two pre-selected dates for consideration to receive a WHOPPER® in return. The photos were shared on Twitter and everyone jumped on the conversation about how disappointing the lunch or dinner was using the #SWHOPPER hashtag.
Ezelna Jones, Marketing Executive at BURGER KING® South Africa, explains “We are the first BURGER KING® internationally to reward consumers for having a meal that looked terrible so being recognised on a global scale is an honour for everyone involved. Our agency, Jupiter CT, made a point of emphasising that feeling of food remorse that has now become known as WHOPPER® Envy, and encouraged the existing practise of consumers photographing their food – there are over 300-million photographs of food on Instagram so we leant right into it.”
Lucas van Vuuren, executive creative director at Jupiter CT continues: “Our timing was perfect for #SWHOPPER as McDonald’s was planning discounted Big Mac’s on their birthday a few days before we originally planned to launch. So we were sneaky and we moved the date forward to their birthday and gave away free WHOPPERS® instead. The media and consumers loved it. We even had media running online polls comparing the two campaigns and #SWHOPPER came out trumps.”
The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. The #SWHOPPER met these objectives for the Awards, and brand’s business objectives locally.
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