Burger King announced as Cannes Lions Creative Marketer of the Year 2017.
But this isn’t overnight success for Burger King. They’ve been sweeping up at Cannes for years; creative marketing practice is within its DNA. This element is vital, not only to nurture a productive culture within but also to strengthen relationships with agencies, collaborating to produce their very best work.
For Martin and I, our collaboration with Burger King pushed us all to outsmart risk by developing a highly creative solution to overcome the simplest of problems: How to launch a new brand proposition more effectively.
Burger King’s 20:20 brand roll out would see all EMEA restaurants undergo refurbishment and this would invite considerable financial investment by franchisees.
This would be no easy sell.
The brand concepts existed on paper, they were great ideas. They just needed to, well…happen.
So we built an authentic Burger King restaurant.
But this wouldn’t be a vanity project. Success could be measured only by franchisee buy in and a hugely positive brand experience, something so unexpected and joyful would outweigh more rigid business conversations.
Martin Lindstrom, author of Brand Sense: Sensory Secrets Behind The Stuff We Buy says that “Test results have shown a 40 percent improvement in our mood when we’re exposed to a pleasant fragrance—particularly if the fragrance taps into a joyful memory.” So the DNA would prove invaluable.
Authenticity would be assured working closely with Burger King’s trusted partners and suppliers but it was Burger King’s own culture of creativity, willingness to try something new and excitement that led to this hands down success with 96% of franchisees evaluating the 20:20 brand experience as outstanding.
And so it comes as no surprise to me that Burger King receives further acknowledgement this year. To them, and to their agencies, continuing to do their very best work, congratulations.
It is well deserved.