2024

NYX Awards - 2024 Grand Winner Winner

Fanáticos de lo Real by Burger King

Entrant Company

Omnicom Public Relations Group

Category

Video - Diversity & Inclusion

Client's Name

Burger King

Country / Region

Spain

Experience Level

Agency

Universal accessibility for people with disabilities is a fundamental value for the company. For more than ten years, it has been collaborating with different associations for social and occupational inclusion in its restaurant and offices.

Within this framework, the company has designed Fanáticos de lo Real, a project which aims to promote the labor and social integration of people with intellectual disabilities, creating opportunities and materializing the brand’s commitment to inclusion and diversity.

Branded Content Documentary.

“Fanáticos de lo Real” (26”) tells the stories, challenges and concerns of 3 young people with intellectual disabilities, who seek to excel every day to fulfil their dreams. Produced by TBS, distributed on Movistar Plus+ and the Burger King®’s YouTube channel.

To achieve the maximum impact, the distribution of the documentary was amplified by a 360 campaign.

A powerful première to present it to society on 11.05.2023 at the Luchana Theatres in Madrid.

With the participation of:

- Bertín Osborne as master of ceremonies

- Javier Tebas, president of La Liga

- Featured media outlets, influencers y celebrities

Influencer Marketing

Contributed to the dissemination and outreach of the action:

- Vanesa Romero

- Adriana Torrebejano

- Adrián Lastra

- José de Luna

- Lorena Gómez

- Sara Cisneros

- Paula Cisneros

Other 360 media

We also relied on outdoor, TV, digital and other media to ensure that the action had the greatest possible impact on the population.

- Giant banner in San Miguel Market (Madrid)

- Outdoor screens in Madrid, Barcelona, Valencia y Sevilla

- LED TV national LaLiga matches. Outdoor advertising on football pitches.

- Web - Microsite

We had a huge reach and a very good return on investment.

Première

• + 30 media attending

• + 160 news items of organic coverage

Documentary

• 12 million of impressions on Movistar Plus+

• +22.000 plays on YouTube

MKT Influence

• 36 contents published

• Reach: 1.182.868

• Impressions: 1.229.710

• Interactions: 8.419

• ER: 9,9%

ROI

• PR Value: +4.500.000€

• Ad Value: +1.400.000€

Credits

Head of Corporate Communications Restaurant Brands Iberia
Andrea Mejorada
Corporate Communications Restaurant Brands Iberia
Paula Barrabés
Marketing, Media Engagement & Omnicom PR Brand Solutions Director
Belén Monroy
Client Advisor Omnicom Public Relations Group
Jennifer Arenas
Account Director Omnicom Public Relations Group
Ana Moreno
Director Creativo Omnicom Public Relations Group
José Abreu
Events Specialist Omnicom Public Relations Group
Rocío Muñoz
Client Manager & IM Team Leader Omnicom Public Relations Group
Susana Jiménez
Client Executive Omnicom Public Relations Group
Beatriz Carazo
Client Executive Omnicom Public Relations Group
Nerea Pardal
Reputation Director Omnicom Public Relations Group
Maite Ruiz
Servicios al client Tech Brand Stories
María Cubero
Creatividad Tech Brand Stories
Íñigo Biosca
Creatividad Tech Brand Stories
Marta Darriba
Dirección y guion Tech Brand Stories
Beatriz Rubio
Dirección y guion Tech Brand Stories
Alejandro Calderón
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