How Burger King used digital OOH to relaunch King Box

Background and objective

In a market where customers are glued to their screens at all times — even while crossing the street — Burger King Singapore sought to stand out in its tactics around building awareness and conversions. In April 2018, a tactical campaign was rolled out for the relaunch of the King Box™, a $9 meal deal containing five of the top purchased items on the Burger King menu. With Havas as the media agency and Moove Media as the media owner, an activation was devised around engaging taxi-based commuters to play a game that focused on collecting all five components of the King Box, which in turn generated a voucher to be redeemed in store.

Strategy

IDOOH, an in-vehicle screen platform in 4,000 cars and with a reach of 800,000 passengers, was directed by Moove Media to create an interactive space that would facilitate engagement between passengers and Burger King Singapore.

With ComfortDelGro taxis as the point of interaction, IDOOH screens behind the passenger seat were outfitted with an interactive game that enticed passengers to drag a King Box across the screen and catch all five items that make up the deal. Winners were prompted to share their email address to receive a limited-time digital coupon for the King Box, which could be shown in-store, whether an outlet or QSR format, to redeem the deal.

Planning

According to Kym Lee, marketing manager of Burger King Singapore, the tactical choice of using IDOOH boiled down to their ability to mine insights around geolocation, passenger presence recognition, dayparting and big data. In this campaign, Burger King Singapore was also able to derive information such as vehicle ride times, distance travelled, geo clusters and engagement rates.

Insights

According to the data collected from this campaign, the highest density of activity took place in all the prime CBD locations, creating a concentrated buzz. During the weekends, engagement rates increased with Saturday as the best performing day of each week.

Results

The King Box campaign attracted 366,533 impressions in total. 18,588 passengers engaged with the game, bringing the engagement rate to 5%, and of these, 22% of the passengers that played the game offered their email addresses.

"The Burger King campaign was a great showcase of how an intelligent digital out-of-home medium such as the In-Taxi Entertainment Screen can engage a captive audience, drive interactivity and deliver memorable storytelling formats to passengers," said Grace Lai, AVP of digital and marketing from Moove Media. "It also creates a seamless O2O experience for consumers.”