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.
Category
Digital & Online / Ecommerce
Annual ID
OS23_DM044B
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.
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: 9
Bronze Pencil
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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