Pay Cut Whopper Burger King UAE
During a time when organizations worldwide were implementing salary cuts due to economic challenges due to pandemic of corona in the year 2020, people became more cautious about their spending. This situation posed a unique challenge for Burger King UAE , especially when launching their new mobile app.
Campaign Overview
The Idea :
Burger King UAE, cooked an innovative campaign called the Pay Cut Whopper®. The goal was to promote their new mobile app while empathizing with individuals facing financial constraints.
Campaign Mechanics:
Discounts Matching Pay Cuts: Burger King UAE offered customers discounts that directly matched their pay cut percentage and duration. If someone experienced a 20% pay cut for three months, they would receive a 20% discount on all in-app orders during that period.
App-Based Discounts: Unlike traditional discount codes, this campaign transformed the typical “download the app for a discount” model into something more meaningful. Customers could avail themselves of the equivalent discount by entering their pay cut percentage and duration within the Burger King Arabia app.
Unlimited Home Delivery Orders: The offer was valid for unlimited home delivery orders in the UAE, with the discount capped at 30% and the duration limited to three months.
Impact and Results
The campaign generated significant buzz, resonating with audiences as a more human and relatable approach. By turning salary cuts into discounts, Burger King positioned itself as a brand that genuinely cared about its customers’ financial well-being.
Lessons Learned
- Creativity with Purpose: Burger King UAE demonstrated that creativity can be purposeful. By matching discounts to people’s pay cut percentages, they addressed a real-world issue while promoting their new mobile app.
- Empathy and Relatability: The campaign tapped into the collective sentiment of “we’re in this together.” It empathized with individuals facing temporary pay cuts and aimed to add positivity to their lives.
- Transforming the Norm: Instead of the typical download-app-for-discount-code model, Burger King UAE empowered users to input their own pay cut percentage and duration. This personalized approach made the campaign more meaningful.
- Positive Brand Perception: By easing the financial burden for customers, Burger King positioned itself as a brand that genuinely cares about its community.
