CONFESSIONS OF A
BURGER MAN
TURNING CUSTOMERS
INTO FANS
David Kisilevsky. Regional Director CEE McCann WorldGroup
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BURGER CV
1983-1986
1986-2006
1986-2006
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CAVEAT EMPTOR!
The views expressed in this presentation
are personal and should in no way be
taken to represent the views of any of
my former employers!
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Consumer
tension
Creative disruption
Social currency
Brand interaction
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Creative disruption
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KEY CHALLENGE
To dramatise BK’s commitment to the highest standards of quality at a time when the
integrity of the fast food industry was under intense scrutiny from the media, NGOs
and consumer pressure groups
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KEY CHALLENGE
To give the highly rationale German public a reason to believe that there is truly
nothing quite like the taste of a fresh flame-grilled Whopper
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Social currency
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KEY CHALLENGE
To create an event that would capture the British public’s imagination (in a low interest
category), and at the same time reinforce the authenticity and heritage of BK’s ‘flame
grilled’ beef proposition
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THE SCENT OF SEDUCTION – WITH A HINT OF FLAME-GRILLED MEAT
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KEY CHALLENGE
To remind people that the Whopper is the best loved burger on the planet
(by inviting them to imagine life without it).
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Consumer tension
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KEY CHALLENGE
To challenge negative perceptions of ‘junk food’ in the UK by provoking an honest
debate about regulatory intervention into people’s everyday lives
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Brand interaction
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KEY CHALLENGE
To give customers the opportunity to play with and interact with the brand in their
own time and on their own terms
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Play video
QuickTime™ and a
H.264 decompressor
are needed to see this picture.
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QuickTime™ and a
YUV420
codec decompressor
Play video
QuickTime™
and a
are
needed
to see
this picture.
YUV420
codec
decompressor
are needed to see this picture.
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QuickTime™ and a
H.264 decompressor
are needed to see this picture.
Play video
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SUMMARY: HOW TO TURN CUSTOMERS
INTO FANS
1.
2.
3.
4.
Make creative disruption an integral part of your brand strategy
Build social currency into your brand by continually stimulating ‘talk value’
Don’t be afraid of allowing your brand to take a point of view – even if it
upsets a few people!
Create opportunities for customers to interact with and ‘play’ with your
brand in their own time and on their own terms
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A COUPLE OF PERSPECTIVES ON FEAR OF FAILURE
“Success is going from one failure to
another without loss of enthusiasm”
Winston Churchill 1874-1965
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A COUPLE OF PERSPECTIVES ON FEAR OF FAILURE
“One who fears failure limits his activities.
Failure is only the opportunity to more
intelligently begin again”
Henry J Ford1863-1947
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Thank you!
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