Burger King has partnered with Cheil Worldwide Seoul to create tattoos with reward barcodes embedded inside to let more customers enjoy the newly upgraded Whopper introduced in South Korea last April.
Coined ‘Whopper Tattoo,’ Burger King Korea launched a unique seasonal campaign as part of its ‘Flame-Grilled Taste’ project, which celebrated Burger King’s 40th anniversary 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.
Made through collaboration with professional tattoo artists, Whopper Tattoo comes 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.
According to Burger King Korea, 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 recognized 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 Whopper Tattoo 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,” said 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
Campaign Title: Whopper Tattoo
Client: Burger King Korea
Chief Marketing Officer: Zion Lee
Marketing Manager: 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 Executive: Yumi Jeong, Jonghae Kim, Minjin Jeong
