Burger King: WE LOVE "BIG" / Japanese name is "BIG割"

The unique selling point of burger king (BK) is the hamburger with flame-grilled beef patty. But the tasty beef has not been known in Japan.
We thought we could create new BK fans if we had hamburger lovers eat the BK’s burger. So we launched a new product "BIG KING" by mimicking McDonald's signature product "BIG MAC" except the flame-grilled beef patty.
In order to make big king appeal to the target, we ran the campaign to turn any items which were "BIG" in size or had the word "BIG" in their names to unique and special coupons while even involving people who were not interested in BK.
We aimed to create the social movement in which people would associate any “BIG” items with the BK brand. The strategy was based on the Japanese classical association game called “OGIRI”. “OGIRI” is the simple game to tell your best answer to respond to the topic. Agency: Dentsu Y&R Tokyo