Double Whopper as ‘Detour’ grabs its second Grand Prix

Mobile Jury president Ari Weiss

Mobile Jury president Ari Weiss

‘The Whopper Detour’, entered by FCB New York for Burger King, has secured the Mobile Grand Prix, its second category win of Cannes Lions 2019. Explaining why it won, jury president Ari Weiss said the campaign was “mobile, mobile, mobile. From geo-fencing to encouraging app downloads, it could not have been more mobile.”

An audacious campaign, ‘The Whopper Detour’ offered people the chance to buy a Whopper burger for one penny, on the condition that they unlocked the mobile-led promotion while in the vicinity of a rival McDonald’s restaurant. Mobile sales for Burger King tripled during the promotion — which delivered a 37:1 return on investment. It was 40 times bigger than any previous Burger King digital promotion.

Weiss, chief creative officer, DDB Worldwide, North America also praised the fact the campaign moved people from McDonald’s sites to Burger King, since many mobile activations are quite sedentary.

Weiss said the category is difficult to judge because “mobile is everything, it is the portal by which we live our lives”. That probably explains the healthy number of Gold Lions awarded by the jury — a total of 10, including the US (5), the UK (2), China (2) and Denmark.

Harriet Palmer