The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2020 One Show - Direct Marketing

The Traffic Jam Whopper

Agency We Believers / New York

Client Burger King Mexico/Global
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Annual ID

OS_DI20_037G

About the Work

The Traffic Jam Whopper. We used real-time data to detect potential buyers in a traffic jam to offer them a Whopper and deliver on the move. Our dynamic media placement changed following traffic live, promoting our service exactly where drivers were stuck and eager to get a Whopper. By leveraging traffic and drivers’ real-time data, we adjusted our content, displaying information about customers’ remaining time in traffic to order, and personalized delivery progress updates. When drivers entered a delivery hotspot, Waze banner ads and push-notifications from our BK App invited drivers to use the service with our hands-free Voice-activated ordering feature. Delivery zones changed following the traffic live, making our service available when a gridlock was identified within a 3 km radius from the restaurants. Finally, using the latest Google Maps APIs, we pinpointed vehicle location and speed to deliver-- for the first time ever-- to customers on the move.