Burger King Harnesses the Power of Personalization with Dynamic Creatives
On Top of the Fast-Food Chain
The primary goal of Burger King was to drive traffic to the chain’s restaurants in the state of Hesse, Germany. Together with their communication and media agency Vizeum Deutschland (part of Dentsu Aegis Network), Gabarz & Partner and adsquare, Burger King launched successfully the first dynamic creative optimization (DCO) campaign for the fast-food chain’s customers in Germany. The incredible success and measurable results of the innovative campaign highlight the importance of data-driven advertising solutions and the partnerships between agencies and companies.
Time for a Burger
Based on a detailed psychographic segmentation, developed by Vizeum, Grabarz & Partner created more than 1000 different advertising media creatives that address in detail different users’ personalities and individual preferences so that the creatives are matched to the right person and delivered at the right time. The banners were controlled fully automatically using DCO. In this way, users were shown only the ad content which matched to their specific needs and in the appropriate tone of voice. In addition, the banners were delivered based on users’ geographic location data, time of the day and device used. Following the personalization approach, the ad copy, banner background and product offered were adapted to fit the personality of the user.
King of the Month
During the 4-weeks campaign duration, the personalized DCO campaign resulted in a sevenfold increase in the effectiveness of the advertising message compared to other campaigns the fast-food chain used previously. The positive results confirm the successful implementation of Burger King’s strategy to use fully automated and personalized approach that matches the specific needs of the individual target groups instead of using one-size-fits-all approach. “We’re very satisfied with the result of the campaign. For DCO,the key factor is that data and creative should go hand in hand.” – said Benedikt Lemsky, Head of Marketing Communications, Burger King Germany about the campaign.
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