PRWeek Global Awards Winners 2020 - Best Campaign: Europe (outside UK)

Winner of the Best Campaign in Europe (outside UK) category for 2020 is 'Spoiler Whopper' for Burger King Deutschland GmbH by Emanate GmbH.

Burger King found an ingenious way to tap into Star Wars fever in the German market in December 2019, alongside the release of the final instalment in the film franchise. The challenge was that the burger brand was not allowed to name the film or characters from it, or use any Star Wars imagery.

Visit the PRWeek Global Awards hub to find out more about the winners

The result was Spoiler Whopper. Star Wars fans would get a free Whopper in exchange for hearing spoilers for the film one week before its release.

Customers had to access the new voice recognition feature on the Burger King app. By reading aloud one of the "Epic Space Saga" spoilers, they received the mobile voucher for a free Whopper.

Legal issues would be avoided as long as the film was referred to as “the biggest space saga of all time” or “the story about the galaxy far, far away”, and no Star Wars images were used. 'Spoilers' were all taken from the internet.

A video for the campaign saw fans invited to a specially decorated Burger King branch in Berlin, where spoilers were printed on the straws, burned into the fries, and integrated throughout the menu.

The campaign was a galactic hit, with 2.2bn impressions across the globe. Purchase intent doubled as positive perception of the brand grew 330 per cent. App downloads increased 75 per cent.

Judge's comment: "Brilliant. Creative, insightful and results-driven."

Highly Commended

'Viva La Vulva!' for Essity, Libresse by Ketchum UK

To promote its first line of women’s personal washes and wipes, and to keep with the brand's ethos of living "fearless” and free of stigmas, this campaign for Essity centered on celebrating the vulva. For the video saw a series of vulva-shaped objects - including oysters, conch shells and cupcakes - lip-syncing to the song ‘Take Yo’ Praise” by Camille Yarbrough. The video garnered more than five million organic views in less than two weeks. Libresse reported strong sales around its Scandinavian launch, capturing 33 per cent market share of the washes and wipes segment in less than two months.

Shortlisted

'Checkouts of Thanks' for Friends of Glass by Weber Shandwick

'CTRL Cancer: Tackling Cancer Care Inequalities in Central & Eastern Europe' for Pfizer Biopharmaceuticals Group/Oncology by Porter Novelli

'HUAWEI's Unfinished Symphony' for Red Consultancy and Huawei by Red Consultancy

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And the winners are…