Tension has been running high among friends and families in Indonesia as they exchange different political views in the weeks leading up to the presidential elections in April.
Banking on this, Burger King Indonesia and GOJEK Indonesia decide to use a creative execution to “burgerak” locals into a new debate – “Should I choose a good-looking or good-tasting Whopper?” The two companies came together to co-create Whopper Rupa, a Insta-worthy burger made with green soft buns; and Whopper Rasa, which comes with a blend of creamy and spicy cheese sauces.
From 1 to 14 April 2019, consumers can vote through the GOJEK application or at the nearest Burger King outlet to get a cashback reward voucher in GO-PAY balance worth 20% of their total Burger King purchase, up to a maximum of IDR 20,000. The winning Whopper will be available to order starting on 15 April, 2019 at every Burger King restaurant in Indonesia.
Burger King Indonesia’s chief marketing officer Aaron Tang, said, “In welcoming the approach of the election in Indonesia, we want to participate in this celebration by inviting people to ‘burgerak’ with a simple and fun voting exercise. Choosing their favourite Whopper will remind people that they have the right to choose freely.”
The “Burgerak” campaign will be promoted in stores and on social media. Meanwhile, a teaser video has been put up on GOJEK Indonesia’s YouTube page and Burger King Indonesia’s Instagram.
“We were thinking how to give our users a cool experience beyond app features and the usual brand partnerships. We wanted to co-create something with Burger King. We noticed people were always caught on two minds on social media – to eat your meal and enjoy it, or to snap pictures of it for your ‘gram’. So, we decided to create two Whoppers and put it to vote,” said VJ Anad, GOJEK Indonesia’s senior vice-president of creative.