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.

2023 One Show - Direct Marketing

Duet Delivery

Agency DAVID / São Paulo + Burger King / São Paulo + Jamute / São Paulo

Client Burger King

Category

Social Media Post / Single

Annual ID

OS23_DM009G

About the Work

Situation: TikTok is the digital platform of the moment, both for young people and for brands. But no brand has managed to get out of the basics: #Challenges and dance trends. Brief: How to activate the Burger King brand on TikTok, doing something new, different from everything consumers are used to see on this social media? Objective: Become a topic among the public. Create trends. Become relevant on TikTok. Do something different and innovative. Create a unique experience for the audience. Duet is a native TikTok tool where a user can post a video, and any other user can interact with that video by making content alongside it. To revolutionize the use of this tool, we created a delivery where Burger King recorded a video with an attendant and consumers could respond to this video with a duet, placing their own orders. Once the duet was shared with the Burger King attendant, the brand contacted the user directly, to get the data and payment for delivery to his house. It was the first time any brand has made a food delivery for orders placed on TikTok. First, Burger King made a video where an attendant asked the consumer what his order would be, with space for the consumer's response. With the video already posted on BK's official TikTok, consumers were able to perform a duet with this video, placing their order directly to the attendant. Then, users simply posted the video, using the hashtag #DuetoBK, and the brand contacted them to schedule delivery and receive payment. Deliveries were made to all Brazilian cities that had a Burger King. Everything was done without leaving TikTok, from the outreach, to the execution, and the delivery approach.

2023 Awards

Total Points: 45

Credits

Agency

DAVID / São Paulo

Client / Brand

Burger King / São Paulo

Music / Sound Production Company

Jamute / São Paulo

Art Director

André Mezzomo

Copywriter

Renato Simon

Chief Creative Officer

Pancho Cassis

Creative Director

Fabricio Pretto
Rogério Chaves

Executive Creative Director

Edgard Gianesi
Renata Leão

Producer

Fernanda Peixoto

Account

Cacá Franklin

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