How deep is your love for the famously flame-grilled Whopper? Cheil Worldwide and Burger King have been finding out in South Korea, offering fanstattoos with reward barcodes embedded inside so that they can enjoy the newly upgraded Whopper introduced there last April.
The Whopper Tattoo seasonal campaign is part of Burger King’s Flame-Grilled Taste project, that celebrated Burger King’s 40th anniversary of entering South Korea.
In July and August, people could spot the Tattoo King striding down the crowded streets of Haeundae, Busan and Gangnam, Seoul, pick a Whopper Tattoo design to have the Tattoo King print it instantly on the parts of their bodies, visit the nearest Burger King restaurant and scan the tattoo at kiosks to win a free new Whopper and a soft drink.
The Whopper Tattoos are made through collaboration with professional tattoo artists and come in 50 designs inspired by flame with barcodes embodying the grill. The temporary tattoos printed on the skin are washable or may disappear naturally in two to three days. The ink in the tattoo is made of cosmetic ingredients that are harmless to the human body.
The Whopper Tattoo campaign received enthusiastic responses with around 8,000 people getting the tattoo, including residents, tourists visiting for vacations, and influencers participating. 92% responded that they recognised the newly upgraded Whopper well through the Whopper Tattoo campaign. Moreover, Burger King restaurants’ sales soared by up to 208% during the campaign compared to the previous week. The campaign was promoted through Burger King Korea’s official website, social channels, and mobile app.
“Burger King has been flame-grilling since 1984 in South Korea, and we’ve been carrying out campaigns that take ‘Flame-Grilled Taste’ to the next level celebrating our 40th year here,” stated a marketing representative at Burger King Korea. “With the Whopper Tattoo, we hope to offer our customers a unique opportunity to experience our delicious new Whopper.”
Credits
Client: Burger King Korea
Chief Marketing Officer: Zion Lee
Marketing Managers: Chanho Yeo, Seungseop Lee, Seulki Park
Creative Agency: Cheil Worldwide
Creative Director: Seongphil Hwang
Copywriter: Seungree Kang
Art Director: Taeyul Ko
Account Director: Joohong Min
Account Executives: Yumi Jeong, Jonghae Kim, Minjin Jeong
