Burger King et BUZZMAN : la love story

Avis aux amateurs de Whooper ! Aujourd’hui nous allons parler d’un king et pas des moindres… Burger King !

Si la chaîne de fast food se revendique « Roi du burger », elle est aussi la reine de la communication. Et ce, grâce à l’agence de publicité Buzzman. On vous explique.

Burger King et Buzzman : une histoire d’amour assez récente

Burger King est une chaine de restauration rapide créée en 1954 aux Etats-Unis. Elle décide rapidement de s’internationaliser : d’abord à Puerto Rico en 1963 puis arrive en France en 1980. Mais malheureusement, le succès n’est pas au rendez-vous. Pourquoi ? Car face à elle, Mac Donalds et Quick – les concurrents – sont de taille et sont très bien implantés en France. Après quelques années, Burger King renonce et quitte l’hexagone en 1997.

Pendant les années qui suivirent, Burger King s’implanta à l’international sans jamais revenir en France. C’est en 2012 que l’enseigne fait son grand retour… Pour le plus grand bonheur des français. Mais quel plan de communication choisir pour ne pas renouer avec son premier échec ?

Assez de suspense, vous l’aurez compris : En 2014, BK décide alors de faire confiance à l’agence de publicité BUZZMAN pour gérer sa communication en France (et depuis peu en Belgique). Le début d’une belle histoire d’amour.

BUZZMAN, c’est quoi ?

Créée en 2006 à Paris par Georges Mohammed Cherif, l’agence de pub BUZZMAN ne cesse de faire parler d’elle depuis lors.

Et pour cause, beaucoup de leurs campagnes de pub sont devenues presque virales car très bien réalisées et dans l’air du temps.

Au sein de leurs clients, de grandes marques telles que Jennifer, MEETIC, PMU ou encore IKEA. Mais c’est avant tout avec Burger King que Buzzman réussit ses meilleurs coups de publicités. Le dernier en date à même permis à l’agence de gagner plusieurs prix tels que le prix EPICA (gold).

Vous n’avez pas suivi les campagnes de pub Burger King et Buzzman ?

Aucun souci, voici un petit focus sur les meilleures campagnes entre l’enseigne de fast food et l’agence de Georges Mohammed Cherif.

Les meilleures publicités de Buzzman pour Burger King

2012 marquait la réimplantation de Burger King dans l’hexagone, mais Burger King restait muet auprès des consommateurs. Cette réapparition trop silencieuse n’a fait qu’augmenter les rumeurs : Burger King allait-il réellement refaire surface ? A quel endroit ? A quel moment ? Twitter était alors submergé de tweet parlant de possibles ouvertures dans différentes villes françaises.

Comment tirer profit de cette situation ? Et comment faire rapidement connaître à tout le monde qu’un nouveau restaurant BK est en train d’ouvrir ? En jouant sur le bouche-à-oreille grâce aux réseaux sociaux et en ajouter une pincée d’humour…

Campagne de communication de Burger King pour l'ouverture de ses nouveaux magasins en France.
Campagne de communication de Burger King pour l’ouverture de ses nouveaux magasins en France.
  • Résultat ? Ce fut la campagne de publicité la plus retweetée en 2014 avec plus de 150 000 retweets et 25 millions de personnes atteintes sur les réseaux sociaux. Et les français se sont rués chez Burger King dès l’ouverture de chaque restaurant.

En 2015, quelques temps après leur réapparition en France, il était difficile de nier que Mac Donalds était beaucoup mieux implanté sur l’hexagone avec des restaurants un peu partout sur le territoire.

Une aubaine pour leur concurrent, qui décide alors de communiquer en dévoilant une nouvelle vidéo. Le pitch ? Un énorme panneau routier montrant les km à parcourir pour aller chez Burger King … et un paneau à côté pour dire que le Mac Donald était seulement à 5 minutes.

Buzzman réplique avec beaucoup d’humour : voici la vidéo !

Mais ce qui a finalement fait beaucoup parler cette année, c’est le pari réussi de Buzzman pour Burger King. Durant le confinement, l’agence a détourné un communiqué de presse pour inciter ces clients… à commander chez Mcdo. Et oui, en temps de crise… l’entraide est de rigueur !

Commandez chez Macdo : la campagne de communication de Burger King qui a su faire parler d'elle
Commandez chez Mcdo : la campagne de communication de Burger King qui a su faire parler d’elle

En quelques heures, le communiqué était relayé partout sur les réseaux sociaux ! Alors pourquoi s’arrêter en si bon chemin ?

Pour aller plus loin, l’agence de pub décide de céder son compte Instagram aux petits restaurants pour qu’ils bénéficient de plus de visibilité en ces temps difficiles, où les commandes se font plus rares.

Buzzman et Burger King : pourquoi cela fonctionne ?

Vous l’aurez compris, qu’elles soient en print ou en média, depuis son implantation, l’enseigne de fast food et Buzzman font une équipe de choc et le succès de leurs campagnes de pub est au rendez-vous. Mais pourquoi cela fonctionne-t-il autant ?

Tout d’abord, car Buzzman casse les codes ! Et c’est ce qui plaît désormais. Quand les consommateurs en ont marre d’une communication lisse et sans émotions il faut savoir se différencier et c’est exactement pour cela que les marques se tournent vers Buzzman. L’agence dirigée par G.Mohammed Cherif sait faire bouger les lignes en intégrant plusieurs dimensions dans sa communication.

  • L’humain

Parce qu’ils savent retranscrire des moments de vie et prendre en compte les émotions pour les inclure dans leurs campagnes de pub, ils arrivent à être plus proche de leurs consommateurs.

  • L’humour

Le second degré étant une marque de fabrique de l’agence, évidemment, cela permet de se démarquer et créer du bouche-à-oreille positif (ou négatif) ! Buzzman utilise l’humour à la perfection pour savoir capter l’attention et répondre aux insights consommateurs.

  • L’Audace

S’il y a bien un point qui permet de différencier l’agence de pub parisienne d’une autre est son audace. Buzzman adapte ses idées en fonction des marques et est toujours en constante évolution. Elle ose faire et dire tout ce que les autres agences n’osent pas.

Le mot d’ordre ? Test and learn.

Et tout cela paie : Buzzman vient d’être élue agence de la décennie !

 

SOURCES

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