Burger King
Ghost
Whopper
Role
Art Direction • Animation • Video Production • Copywriting • Voice-over
Type of Work
Campaign • Case Study
In October 2019 Burger King set out to leave a mark on Halloween in Dubai.
Overview
In the spirit of Halloween, Burger King summoned a special edition white cheddar-cheese bun Whopper and requested a Halloween themed concept and campaign that would be suitable for the region.
This was the first time BK introduced a Halloween based product in the U.A.E., therefore the idea had to be cautious of cultural norms while exhibiting the traits of the ocassion.
Campaign
Concept
Burger King is renowned for their flame-grilled burgers that have distinct grill marks on their patties.
Based on this fact, it was decided to leave another mark and thus a paranormal campaign was born.
INTRODUCING
THE GHOST IN THE WHOPPER
Idea
The Ghost Whopper heel buns were torched with different ghoulish faces and left as a surprise for the unsuspecting customers.
Activation
Since the Ghost Whopper was a limited edition item, it was important to build a mysterious story about it before the release date. This would give the campaign enough leverage to garner attention and ensure an extra memorable occasion for Burger King's loyal customers.
Publicity Stunt
To kick off the campaign, an editorial was leaked to several media outlets about a BK customer finding an eerie face in their Whopper.
The written piece was successful at creating a stir and became one of the most shared stories on 'Emirates 24/7'.
Social Media
Animated teaser content was created to perpetuate the mysterious aura of what's in store.
These were published online as organic and paid forms of media on YouTube and BK's digital platforms.
Online Activity
To up the ante, Halloween related conversations on Social Media were hijacked.
This fueled peoples curiosity even further and fed the excitement of online chatter.
The Ghost Whopper was officially released one week before Halloween.
Launch
To put a twist on the campaign, BK gave their customers a chance to win a PS4 by sharing their find using #BKURSED which resulted in a plethora of user generated content.
Furthermore, to increase footfall, customers were encouraged to go to any Burger King chain on Halloween dressed in their scary attire to win an array of instant prizes.
Influencers
The hype had hit some of the top influencers in the U.A.E. which helped further boost the campaigns reach.
Campaign Results
+16M
IMPRESSIONS
+5M
REACH
+28%
ENGAGEMENT ON INSTAGRAM
2nd MOST
SHARED STORY ON EMIRATES 24/7
MOST ENGAGING
HASHTAG ON BK'S U.A.E. TWITTER ACCOUNT - 2019
MOST FAVOURED
POST ON BK'S U.A.E. TWITTER ACCOUNT - 2019
TOP 5
MOST RETWEETED POST ON BK'S U.A.E. TWITTER ACCOUNT - 2019
Case Study Video
Background
In 2019, Burger King decided to create a Halloween themed limited-edition Whopper called the "Ghost Whopper". The burger was launched globally under the same name but had adjusted campaigns vernacular to each countries landscape and norms.
Wunderman Thompson, BK's ad agency in the MENA region, reached out to its different offices to develop a concept and campaign to launch the "Ghost Whopper" in the U.A.E. The idea pitched by the Kuwait office (The Ghost in the Whopper) was selected by Burger King.
Company & Title
Agency: Wunderman Thompson - Kuwait City, Kuwait
Title: Senior Digital Art Director
Credits
Marcus Koskinen - Creative Director
Julian Perico - Associate Creative Director
Ossama Hakim - Associate Creative Director
Karim A. Sallman - Senior Digital Art Director
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This website includes work created by Karim A. Sallman for clientele based in the MENA region that were contracted by multinational advertising agencies. The published projects are for portfolio purposes only and are not intended for any form of personal monetary capitalisation. This website aims to exhibit Karim A. Sallman's professional capabilities and skill sets.
All aspects of work including corporate identity, animation, video production, graphic design, creative direction, art direction, copywriting and marketing were solely designed and executed by Karim A. Sallman unless stated otherwise in the Credits section found in the Project Info. segment placed in the footer of each project page.
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