If you’re not the most searched brand, at least be the most purchased. Burger King is not the most searched fast food brand in Brazil. That could have been seen as a problem, but AlmapBBDO turned it into an asset for a campaign. The agency placed Burger King discount coupons in consumers’ searches for competitors on Google Maps.

The exclusive discount coupons were distributed in a hyper-targeted, geolocated way, strategically placed in search results for competitor locations on Google Maps. Photos were taken and posted locally on the pages of over 1,000 competitor restaurants across 24 Brazilian states. The initiative took place on World Consumers’ Day, one of the biggest retail dates in Brazil, aiming to grab consumers’ attention and drive engagement. 

Whenever people searched for competitor restaurants on Google, they would come across exclusive BK discount coupons embedded in the photos section of those locations on Google Maps – one of the most-used tools for deciding where to eat. 

  “The idea is quite simple: if you’re not the most searched brand on Google, aim to be the most purchased one,” stated Igor Puga, VP of marketing, at Burger King parent, Zamp. 

 The campaign was 100% organic, using Google itself to spark engagement and conversation through a free feature available to all users, Local Guides. The initiative reinforces Burger King’s reputation for bold campaigns that cost less than the competition but create huge buzz and earned media impact. 

 Credits: 

Agency: AlmapBBDO 
President & CEO:  Filipe Bartholomeu        
CCO: Pernil 
Executive Creative Directors: Fernando Duarte and Henrique Del Lama 
Creative Director: Thiago Bocatto 
Creatives: Camilla Lopes & Claudia de Sa 
CSO:  João Gabriel Fernandes 
Planning:  Giovanni Pavan 
Client Services:  Renata Aline Carvalho, Barbara Rodrigues, Vanessa Bortolosso & Shedia Marzouk 
COO:  Fernanda Tedde 
AV Production:  Diego Villas Boas, Victor Alloza & Eriana Simões. 
CDMO:  Rafaela Melo De Oliveira Alves 
Media:  Francisco Custódio, Lucas Gilardino, Yara Siqueira & Ana Felix 
Head of Creative Technology: Lilian Cavallini 
Head of Projects:  Luan Henriques 
SEO:  Mayk Souza 
Cultural Insights:  Eduardo Selbach Nasi, João Calasans, Manuela Bueno, Suzana Takua, Ana Clara Barboza & Erick Santos 
Content: Agência Jotacom 

Client: Burger King 
Client Team: Igor Puga, Giulia Galizia Queiroz, Pedro Henrique Laguardia, Juliana Monteiro, and Deborah Patrocinio