{"id":6734,"date":"2021-08-19T14:00:03","date_gmt":"2021-08-19T19:00:03","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=6734"},"modified":"2021-08-18T11:26:00","modified_gmt":"2021-08-18T16:26:00","slug":"la-nueva-campana-de-burger-king-expertos-en-fuego","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/la-nueva-campana-de-burger-king-expertos-en-fuego\/","title":{"rendered":"La nueva campa\u00f1a de Burger King \u201cExpertos en fuego\u201d"},"content":{"rendered":"

Aprovechando los principales atributos de la marca, la agencia Fant\u00e1stica desarroll\u00f3 la primera campa\u00f1a de la marca producida cien por ciento en Colombia<\/h2>\n

 <\/p>\n

\n
\n

\u201cExpertos en fuego\u201d es la nueva campa\u00f1a de\u00a0Burger King\u00a0que se produjo totalmente en Colombia. Fue una idea desarrollada por\u00a0Fant\u00e1stica, la campa\u00f1a busca enlazar la marca con su atributo principal: \u201cser una hamburguesa hecha de fuego y parrilla\u201d.<\/p>\n

Burger King se convierte en patrocinador oficial de los bomberos en la nueva campa\u00f1a. El concepto relacionado con el atributo se aterriza en la creatividad de honrar el trabajo de quienes son \u201cexpertos en fuego\u201d. Dan una membres\u00eda otorgando beneficios a los bomberos y por otra parte, una promoci\u00f3n tiene la posibilidad de duplicarse si el comprador tiene un familiar bombero.<\/p>\n

Alejandro Henao, presidente de Burger King Colombia, destaca elementos de la nueva campa\u00f1a:<\/p>\n

\u201cEs una gran idea, es una asociaci\u00f3n directa con nuestro ADN de marca, Burger King es significado de Parrilla; es con el fuego que preparamos nuestra Whopper y todos nuestros productos con carne 100% de res. Qui\u00e9n mejor para representarnos que el cuerpo de Bomberos, grandes h\u00e9roes y realmente expertos fuego\u201d.<\/p><\/blockquote>\n

Igualmente, la directora de mercadeo de Burger King Colombia, Jimena Montoya, explica:<\/p>\n

\u201cExpertos en fuego nos permite alinear de forma creativa a Burger King con su atributo m\u00e1s importante. La campa\u00f1a nace desde dos v\u00edas: un homenaje a bomberos y reforzar, al ser validados por ellos, nuestro atributo m\u00e1s fuerte como marca\u201d.<\/p><\/blockquote>\n

Desde Fant\u00e1stica, la agencia creativa tras la campa\u00f1a, Alejandro G\u00f3mez, vicepresidente creativo de la agencia explica c\u00f3mo le dieron la vuelta al atributo de forma creativa:<\/p>\n

\u201cDecidimos olvidarnos de los famosos, las estrellas de TikTok y los futbolistas para usar como imagen a quienes realmente entienden el fuego, ya que lo enfrentan a diario: los bomberos. El fuego y la parrilla son caracter\u00edsticas de Burger King, pero en Colombia eso se le atribuye a otras marcas que solo tienen el 10% de sus productos hechos a la parrilla. Por eso, decidimos cambiar las reglas de juego y hacer algo que rompiera con lo que durante a\u00f1os hab\u00edan visto los colombianos en comunicaci\u00f3n de esta categor\u00eda\u201d.<\/p><\/blockquote>\n

La marca actualmente tiene aproximadamente once millones de invitados cada d\u00eda en los restaurantes de todo el mundo. En Colombia hay aproximadamente 36 restaurantes. Sin embargo, es la primera vez que una campa\u00f1a de la marca se crea y produce 100% en el pa\u00eds.<\/p>\n<\/div>\n

 <\/p>\n

Fuente: https:\/\/revistapym.com.co\/comunicacion\/la-nueva-campana-de-burger-king-expertos-en-fuego<\/p>\n

 <\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Aprovechando los principales atributos de la marca, la agencia Fant\u00e1stica desarroll\u00f3 la primera campa\u00f1a de la marca producida cien por ciento en Colombia   \u201cExpertos en fuego\u201d es la nueva campa\u00f1a de\u00a0Burger King\u00a0que se produjo totalmente en Colombia. Fue una idea desarrollada por\u00a0Fant\u00e1stica, la campa\u00f1a busca enlazar la marca con su atributo principal: \u201cser una […]<\/p>\n","protected":false},"author":52,"featured_media":6735,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-6734","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama"],"yoast_head":"\nLa nueva campa\u00f1a de Burger King \u201cExpertos en fuego\u201d | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/la-nueva-campana-de-burger-king-expertos-en-fuego\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La nueva campa\u00f1a de Burger King \u201cExpertos en fuego\u201d | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"Aprovechando los principales atributos de la marca, la agencia Fant\u00e1stica desarroll\u00f3 la primera campa\u00f1a de la marca producida cien por ciento en Colombia   \u201cExpertos en fuego\u201d es la nueva campa\u00f1a de\u00a0Burger King\u00a0que se produjo totalmente en Colombia. 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