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
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.
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?
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.
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.