1. AN ASSIGNMENT
FOR
by Jasmine Liao

2. WHOPPER
SACRIFICE
CAMPAIGN BY CP+B

3. G
IHT
NIS A?HT
IS G
ERN IDE
I
O SUM R THE
E
NSUM O
CON D T
TC
A VE LE
H A
W H
MIGHT

4. TO A BK FAN...
>
A WHOPPER IS WORTH MORE
THAN 10 FACEBOOK FRIENDS

5. IT WORKS BECAUSE,
FACEBOOK
FRIENDS
are increasingly losing
their worth.

6. “ Facebook is an amazing way to keep current
with your friends, but it’s becoming more of
a popularity contest with how many friends
you have as the barometer,”
-- Bryan Gies, Burger King VP Marketing

7. To the point that
they may only be
worth
37C ERE
E
TH
AL
O
S
LL
HE

8. WHAT WAS THE BIGG IDEA
BI IDEA
TO THIS CAMPAIGN?

9. AGGRESSIVE AND BOLD
REQUEST TO GET
CONSUMERS TO REMOVE
THEIR FACEBOOK FRIENDS,
juxtaposed against the intial
intention of Facebook

10. COMPANIES ARE ALWAYS
ASKING CONSUMERS TO
+ add
AND NOT,
- delete

11. BURGER KING TELLS
YOU OTHERWISE.

12. WHY IT WORKS ?
WORKS

13. AMOUNT OF TIME AMOUNT OF TIME
THINKING ABOUT
WHO TO DELETE
= THINKING ABOUT
BURGER KING

14. It takes effort on their part to think
hard about who to delete and at the
same time, they are thinking about
the Whopper they will be getting
out of deleting friends. Giving the
brand the exclusive airtime.

15. TENTH OF A WHOPPER
NOT EVEN WORTH ONE-
WHY?

16. TENTH OF A WHOPPER
NOT EVEN WORTH ONE-
WHAT IS THIS
BURGER THAT IS
WORTH 10X MORE
THAN THE VALUE OF
OUR FRIENDSHIP?

17. If they have yet to try Whopper,
they will.
If they want to take revenge, they
can go ahead and delete 10 friends
using the Whopper Sacrifice app.

18. YOU’RE NO
LONGER WANTED
NUMBER OF FRIENDS DELETED
SHOWS HOW POWERFUL
THE WHOPPER IS

19. COUNTERINTUITIVE
PROPOSITION
=
CONTROVERSY

20. FREE
PUBLICITY

21. NO FRIENDS TO DELETE?

22. NO FRIENDS TO DELETE?
SACRIFICE A STRANGER.

23. Even if the people re-friended their
friends or added new friends to
delete them off, their efforts still did
result in the intended effect of
exposing consumers to the
Whopper.

24. Overall...
A WIN-WIN
SITUATION
Consumers are paying for their
Whoppers in time currency.

25. State a campaign which
you felt had a weak
consumer proposition
and WHY?

26. CLIENT
Playstation PSP
AGENCY
TBWA, Spain
RELEASED
September 2011
MEDIA
Print

28. THE INTENDED PROPOSITION
WHEN YOU’RE ON THE PSP,
NOTHING ELSE MATTERS.

29. WHO ARE THE TARGET
AUDIENCE OF THIS AD?
Children?
Parents?

30. WHO ARE THE TARGET
AUDIENCE OF THIS AD?
Children?
Parents?
Maybe.

31. WHAT THE AD SAYS TO CHILDREN
It is so fun and addictive that the
boy doesn’t even feel the pain when
he falls down.

32. WHAT THE AD SAYS TO PARENTS
It is so fun and addictive that your
child might not even focus on the
road and ends up falling down.

33. WHO ARE THE PURCHASE
DECISION MAKERS?
Children?
Parents?

34. WHO ARE THE PURCHASE
DECISION MAKERS?
Children?
Parents?
You tell me.

35. Given how protective parents are, the
proposition that when their children
are on the PSP, they forget everything
else is pretty weak proposition.

36. However, this creative ad may be
targeted at adults who may only
wished they had something as
insatiable as the PSP to distract them
from any pain when they were
young.

37. What consumer insight
and proposition do you
think it should have
taken on to be more
effective?

38. It should have taken into account
what parents would make out of this
print ad since they are ultimately the
purchase decision makers for PSP.
The message needs to appeal to
them as well.

39. Its proposition could possibly
include a parent with the child
when someone was attending to
the “injury” and the parent is
“dangling” the PSP to take his focus
off any pains.

40. THANK YOU!