Compared to Cape Town, Johannesburg is a massively cluttered OOH environment. Add to this the fact that Burger King was a challenger brand never before seen in South Africa, and that they had a comparatively small budget, we had our work cut out for us.
By using our tools to show how much more competitive the Jo’burg environment is, we demonstrated the need for alternative thinking to cut through this clutter.
A mobile-based brand-spotting teaser campaign called #whopperyourselfie was launched. We supported this with a strategically-focused but far-reaching OOH campaign that required consumers to participate in a treasure hunt for hidden Whopper numbers online, in print media and throughout the province in strategic OOH touchpoints (including mobile trailers, traditional outdoor and various digital OOH platforms with almost daily artwork changes.)
By using our consumer and inventory landscape tools, we were then able to maintain high levels of awareness for the 6 months following the launch, focusing on dominating relevant commuter routes, points of congregation and the immediate vicinity of each store to keeping competitive messages out.
In this way we were able to launch Burger King Jo’burg to great fanfare, help them sell 10 000 Whoppers on their opening day and cement the brand as more than just a challenger in South Africa.