Who says Big Data has to be boring? If anything, Whopper Detour winning the Grand Prix award for this year’s Direct Lions at the Cannes Lions Festival of Creativity shows you can have both a data and humor-driven campaign.
— LIONS | The Home of Creativity (@Cannes_Lions) June 19, 2019
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The Direct Lions is an award focused at how campaigns creatively use targeted and response-driven initiatives.
https://www.youtube.com/watch?v=D6uuEQmn5vQ
The Whopper Detour Campaign cleverly makes use of data analytics, mapping, and geo-fencing technology, and is regarded by Burger King’s Chief Marketing Officer Fernando Machado as one of thedefining campaigns they’ve made for the fast food chain.
By pointing out nearby Burger King branches to those driving through their competitors, the campaign actually broke foot traffic records and even saw millions of BK app downloads. And despite selling Whoppers at a discount, they were able to rack up sales as customers ended up buying more than just a burger.
This isn’t Burger King’s only win for the night either, winning several Gold, Silver, and Bronze Lions for the Direct category for campaigns such as Burn That Ad, and Craft a Western Whopper.
Other campaigns that won gold are the following:
“Street-vet” by McCann Paris for Purina
“ThisAbles” by McCann Tel Aviv for IKEA
“The Whopper Detour” by FCB New York for Burger King(2 GOLDS)“Burn That Ad” by DAVID Sao Paulo for Burger King
