Hungry Jack's Brekk-e-tag
Hungry Jack's
Issue 43 | June 2017
Agency
Clemenger BBDO Sydney
Creative Team
Executive Creative Director Paul Nagy Creative Director Paul Dunne Copywriter Nick Alcock Art Director Taylor Green Art Director Sunchi Mathur Head of Creative Technology Bob Forster
Production Team
Producer Geraldine Dargan Emma Boreland Senior Digital Designer Jay Young Senior Back End Developer Jared Crowe Senior Digital Producer Claire Bisset Director Robin Sung Head of TV Denise Mckeon Senior Designer, Traffik Iggy Sandejas
Other Credits
Group Account Director Cath Bosson Account Director Jack Blades Marketing Manager, Hungry Jack's Luke Pavan Senior Product Manager, Hungry Jack's Michelle Lam
Date
2017
Background
Hungry Jack's, Australia's version of Burger King, is famous for burgers, not breakfast. With McDonalds spending millions on promoting their breakfast menu throughout 2016, the brief was to earn media attention and increase awareness of Hungry Jack's as a breakfast destination with a budget of less than $150,000 including the tech. What was required was an engaging idea that would capture the media's attention and raise breakfast awareness.
Idea
The Brekk-e-tag was a tag affixed to customers' windscreens, which automatically ordered their favourite breakfast as they approached the drive-through channel of Hungry Jack's. Using the same RFID technology that drivers used to pay motorway tolls, these tags allowed customers to get their breakfast without having to say a word.
Accessed via desktop or mobile, the bespoke platform let users totally customise their order. The order was then saved to their tag in real time. Users could also change or update their order at any time. A beacon mounted at the drive-through read the tag as the vehicle approached. The tag beeped inside the car as the order was sent to a screen in-store, with an audio prompt to alert staff. Users then simply stopped at the drive-through window and collected their breakfast.
Brekk-e-tag was trialled at a Hungry Jack's store on the New South Wales Central Coast, where there was a strong and regular drive-through trade. 300 Brekk-e-tags were handed out to local high frequency breakfast customers.
Results
The campaign collected 113 pieces of coverage over 24 hours reaching more than 20 million viewers, readers or listeners with a PR value worth $9.3 million (PR value measured as advertising value times three).
The goal was to raise awareness of HJ's breakfast offering; and the traction gained by the media coverage generated a 400% increase in awareness of HJ's breakfast, positioning Hungry Jack's as a leader in the breakfast segment.
Our Thoughts
There is a simple human insight here, which is that having to speak to anyone first thing in the morning is not easy. In fact, it is to be avoided if possible. After 25 years of marriage, I still haven't convinced the missus that it takes time to ease oneself into the day.
The fact that a brand understands me and can provide me with a practical solution to the problem of starting the day is enough to turn me into an HJ advocate.
This is how communications works now. Don't tell me stuff. Get me to do the telling for you, by making life easier for me. Especially before 9am.