After the “Buy Your Vote” campaign, which encouraged Brazilians to get their nails done, Burger King repeats the formula, this time to encourage student participation in the National High School Exam (ENEM) 2024, in partnership with Faculdade Anhanguera.
The initiative comes after the abstention rate in the 2023 tests reached 28%, surpassing abstention in the 2022 elections. With the aim of encouraging student attendance, BK offers a medium French Fry or a medium Onion Rings to those who prove participation in the exam.
This Monday, November 11th, students who present one of the notebooks from the ENEM 2024 test, held on November 3rd or 10th, will be able to collect the gift at the network’s participating restaurants.
The campaign, created by DAVID, was published on Burger King’s social networks and also features out-of-home (OOH) media. Around 5 thousand promoters from Faculdade Anhanguera will also be at the main test sites distributing discount coupons.
“ENEM is one of the main gateways to higher education in Brazil. At this decisive moment, the partnership with Burger King seeks to value the students’ efforts and support them in their preparation for the future”, says Pedro Ferraz, partner and commercial director at Cogna.
The action is only valid on November 11th, at participating Burger King counter and BK Drive stores. It is necessary to present an ENEM 2024 test booklet, and the benefit is limited to one unit per CPF.
TECHNICAL SHEET
Agency: DAVID
Campaign: ENEM at BK
Customer: Burger King Brazil
Product: Institutional
Global CCO: Pancho Cassis
Global COO: Sylvia Panico
Global PR Director: Sandra Azedo
Executive Creative Directors: Fabrício Pretto, Rogério Chaves, Marie Julie Gerbauld
Associate Creative Director: Renato Simon
Creation: Rafael Miessi, Vinicius Pegoraro
Service: Tom Gil, Cacá Franklin, Malu Figueiredo, Carolina D’Assunção
Production: Fernanda Peixoto, Ana Marques, Letícia Brito
Final Art: Victor Folha
Revision: Ava Silva
Planning: Carolina Silva, Rafael Prieto, Barbara Pires, Bruna Biancamano
Media: Marcia Mendonça, Karina Takara, Brenda Cunha, Fabiana Rentes, Larissa Saad
Innovation and Tech: Toni Ferreira
Social Media: Bárbara Bueno, Marcelo Reis, Ully Correa
BK Customer Approval: Paulo Camargo, Igor Puga, Giulia Queiroz, Pedro Laguárdia, Saulo Faria, Jose Guilherme Machado, Ítalo Lôbo, Julia Otoch, Juliana Monteiro, Leandra Estevam
Image Producer: Fuelture
Direction: Ricardo Sant’Anna
Director of photography: Lucas Ferreira
Executive Production: Carina Mazarotto
Service: Carol Basilio
Production coordination: Natasha Faustino
Production coordination assistant: Bruno Augusto
Assistant director: Carol Basilio
Post Production Coordination: Anderson Massambani
Colorist: Ronnie Outch
Edition: Vitor Toledo
Finisher: Anderson Massambani
Finishing: Figaro
Art director: Amanda da Motta
Audio Operator: Daniel Matsumoto
