When you go to Burger King, there is an advertisement for girl group KiiiKiii
1. Advertisement Overview and Concept
Burger King's latest advertisement, "If you go to Burger King~ All-Day Snack! Snack menu starts at 1,000 won all day!" is a campaign that emphasizes snack menus that can be enjoyed all day at a reasonable price. This advertisement aims to attract the attention of the younger generation by using girl group KiiiKiii as a model and to deliver fun and benefits at the same time.
(1) Main Concept: "All-Day Snack"
It emphasizes the message that Burger King's snack menu is provided at a low price (starting at 1,000 won) all day.
Unlike the limited-time discounts of existing fast food restaurants, it appeals to the fact that you can enjoy it at any time through the keyword "All Day."
(2) Model: Utilization of girl group KiiiKiii
KiiiKiii is a new girl group that has recently been gaining attention, and their bright and energetic image goes well with Burger King's snack menu.
It increases the interest of the advertisement through the members' cheerful acting and singing, and aims for secondary expansion through SNS, etc.
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2. Advertisement message and strategy
(1) Emphasize cost-effectiveness: Accessibility of "starting at 1,000 won"
Burger King generally has a strong image of premium burgers, but this advertisement increased accessibility for the general public with an inexpensive snack menu.
In particular, targeting the MZ generation, a price strategy that can be enjoyed without burden was used.
(2) Benefits without time restrictions
Most fast food discount menus have limited time periods such as "early morning discounts" or "happy hours."
Burger King emphasized "all day" to expand the range of choices for consumers.
(3) Targeting the young generation through KiiiKiii
Utilizing KiiiKiii's fandom and youthful sensibility, it appeals to those in their 10s and 20s.
Indirectly exposes the group's new song or performance in the advertisement to create synergy between music and advertisement.
3. Advertisement composition and expression techniques
(1) Catchphrase: "When you go to Burger King~ All-day snack!"
It is easy to remember with a catchphrase that is repeated along with a rhythmic melody.
KiiiKiii members sing excitedly to encourage viewer participation (e.g., "When you go to Burger King~♬").
(2) Visual & Production
Bright and dynamic colors: Use Burger King CI in red and yellow to capture attention.
KiiiKiii's cheerful acting: Emphasize the members laughing and playing while enjoying Burger King snacks to create a fun atmosphere.
(3) SNS linkage strategy
Inducing challenges: Create the "All Day Snack Dance" hashtag to increase interaction with fans.
Discount coupon linkage: Provide special coupons to consumers who have seen the advertisement on Instagram or TikTok to encourage offline store traffic.
4. Expected effects and evaluation
(1) Expected target group response
Women in their 10s and 20s: It is expected that the KiiiKiii fandom will show high interest in the advertisement.
Consumers who value cost-effectiveness: Emphasize the 1,000 won snack menu to attract a wider range of customers than existing Burger King customers.
(2) Changes in Burger King's brand image
A luxurious image → It is possible to expand to a friendly and diverse image.
It can target new consumption patterns such as snack time and late-night snacks through the snack menu.
(3) Differentiating factors compared to competitors
It differentiates itself with time-limited discounts compared to McDonald's, Lotteria, etc.
It can gain greater topicality than competing advertisements through entertainment marketing using girl group models.
5. Conclusion: Conditions for successful marketing
For this advertisement to be successful, the popularity of KiiiKiii and the quality of the snack menu are important. In addition, continuous promotion through SNS and actual satisfaction with discount benefits must be supported. If consumers feel the value of "1,000 won snacks," Burger King will be able to secure a more diverse customer base beyond its existing burger image.
Summary
Burger King's "All Day Snack" advertisement targets the MZ generation with KiiiKiii's young energy and reasonable price strategy. It is expected to elicit a great response by combining time-limited discounts and SNS marketing.