MENA EFFIES 2021
Marketing Disruptor
Gold
Pay Cut Whopper®
A promo to pay less when you need it most OR How we turned salary cuts into price discounts to launch the new BK app
Challenge
In a time when organisations worldwide reduced employee salaries, people became wary of their spends in every aspect. Not the best moment to launch a fast food delivery app!
Inspiration
Now is the time to let people truly ‘have it their way’ by making things a little bit fair.
Idea
We offered people discounts that matched their pay cut percentage and duration on all in-app orders in the UAE. The idea turned the typical download-app-for-discount-code model into a new, meaningful audience-led medium to support people who are financially constrained.
Growth
The campaign has started generating great buzz with audiences welcoming it as an approach that's more human and relatable.
