2016 Winners & Shortlists

Brief Explanation

Burger King’s challenge was to introduce not just one new product, but three, and all during the traditionally slow December quarter. We needed to come up with a campaign that would not only introduce the new products to consumers, but create brand loyalty throughout the campaign’s various channels. Another challenge was our budget, which was small for a campaign of this scope. Kuwait is traditionally conservative when it comes to media campaigns. So what better way could there be to create widespread appeal and a connection than through social media – a market younger customers already respect?

Results and Effectiveness

. Dalia became the talk of the town in no time. Instagram acquired 9,000 followers in just five days, 11,000 reached by the end of the campaign. She reached 67% of Instagram users in Kuwait, with overall engagement rate of 40%. Dalia videos also recorded 550,000 YouTube views But the biggest win of all? We saw a 30% rise in Chicken Craze products per store, and one of our sandwiches was sold out after four weeks. That has never happened before Our campaign goes to show a meaningful connection with users can play the long game

Creative Execution

We wanted to make sure Dalia was accepted by the social media community, and given the high number of Instagram users in Kuwait. Started adding pictures of Dalia on Instagram around Kuwait with funny captions to get people talking. Who is Dalia? We showed pictures of Dalia in a car, on the street, anywhere. People wanted to take their own pictures – with Dalia. We did not reveal ourselves straight away. Photos and videos showing Dalia dancing around Kuwait and the last video showed Dalia signing a job contract The job position revealed in two TV commercials continuing her story

Insights, Strategy and the Idea

It wasn’t enough to just show off a new product – we had to make the campaign endearing. And what better way to do that than with a cuddly mascot? But our mascot wasn’t typical. We created Dalia the Chicken. A friendly, welcoming chicken, inspired by the local youth who refer to hip Kuwaitis as “Chicken Nuggets” in local slang. The idea behind Dalia was to simply endear the character to the local community first. She was comedic, approachable. Something not to be taken too seriously. And where was that local community? social media, of course.