SEOUL, SOUTH KOREA — Burger Kinghome of the flame-grilled Whopper sandwich, is creating tattoos with embedded reward barcodes to help more customers enjoy the newly improved Whopper, which launched in South Korea last April.
The so-called “Whopper Tattoo” Burger King Korea launched a unique seasonal campaign under its “Flame-Grilled Taste” project to celebrate the 40th anniversary of Burger King’s launch in South Korea.
During July and August, people could see the Tattoo King on the crowded streets of Haeundae, Busan and Gangnam in Seoul, choose a “Whopper Tattoo” design that the Tattoo King would immediately have printed on their body parts, visit the nearest Burger King restaurant and scan the tattoo at kiosks to win a free new Whopper and a soft drink.
Developed in collaboration with professional tattoo artists, “Whopper Tattoo” is available in 50 designs inspired by flames with barcodes representing the grill. The temporary tattoos printed on the skin are washable or disappear naturally within 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 an enthusiastic response. Around 8,000 people got tattoos, including local residents, tourists visiting on vacation, and influencers. 92% responded that they recognized the newly upgraded Whopper through the “Whopper Tattoo” campaign. In addition, sales at Burger King restaurants increased by as much as 208% during the campaign compared to the previous week.
The Whopper Tattoo was created by Cheil Worldwide and promoted through Burger King Korea’s official website, social channels and mobile app.
“Burger King has been grilling on open flame in South Korea since 1984, and we have been running campaigns to celebrate our 40th anniversary that take the ‘flame taste’ to the next level,” said a marketing representative from Burger King Korea. “With the ‘Whopper Tattoo’, we want to give our customers a unique opportunity to try our delicious new Whopper.”
Credits:
Campaign title: Whopper Tattoo
Customer: Burger King Korea
Marketing Director: Zion LeeMarketing Managers: Chanho Yeo, Seungseop Lee, Seulki Park
Creative agency: Cheil Worldwide
Creative Director: Seongphil Hwang
Lyrics: Seungree Kang
Artistic Director: Taeyul Ko
Account Manager: Joohong Min
Account Managers: Yumi Jeong, Jonghae Kim, Minjin Jeong