For the launch of Burger King’s new Crunchy Chicken Fillet, the fast food chain rolled out an usual campaign where all the focus has been put on an ultra-realistic autonomous sensory meridian response (ASMR) rendition of the food itself designed to amplify the sensations.
Working with their communications partner, J. Walter Thompson KSA, the team launched the new product through an immersive experience made even more personal for cinema goers by the incorporation of the theatre’s iMax screen and brand new 7.1 Dolby Surround Sound.
The 45-second cinema spot, with sound design by Elie Akl, highlighted the exhilarating sensation of biting into the extreme crunchiness of Burger King’s new Crunchy Chicken Fillet. It was released in eight Vox cinemas across both markets, installed with the new technology and capable of fully delivering on the concept.
In the film, an actor is seen drawing a tray with the meal towards him, separating out the crispy French fries and soft drink, swirling his drink and sipping it, before carefully unwrapping the Crunchy Chicken Fillet and slowly biting into its unique texture.
Expert input from a neurologist led the team to incorporate the iMax theatre and 7.1 Dolby Surround Sound within the execution and roll out, enabling more intense audio-visual stimulation and appreciation of the message. The enormous iMax screen in the cool, quiet, darkened cinema theatre environment would accentuate the visual stimuli from the film. With 7.1 Dolby’s seven channels around the theatre, the usual sound dynamics of ASMR could be taken to the next level, with sound moving from one ear to another – from front to back, centre to left and right – in order to increase concentration levels in the brain, and help trigger the ASMR experience more quickly.
Albanderi Alyamani, Marketing Manager at Burger King said, “From our signature recipes to our family-friendly dining, Burger King has been committed to the Gulf markets for 27 years. When launching the brand’s first Crunchy Chicken Fillet, we wanted the experience to be sensational for our customers; something that truly resonated with the participative age they are living, and which they will remember positively for a long time to come.”
Entirely shot in the recording studio, a spread of microphones around the actor captured every sound in detail, with binaural microphones supporting the team on delivering a sound track that was ultra-realistic, and at the same time, immensely tempting.
Rayyan Aoun, Executive Creative Director at J. Walter Thompson KSA added: “Cinema-going is an emerging entertainment platform for people in Saudi Arabia, and has benefitted from the installation of the very latest technology. It was a strategic decision to leverage a new communication channel for Burger King’s brand new Crunchy Chicken Fillet and deliver an ASMR film like no other.”
A full 2-minute version of the film has been released on YouTube, so anyone can enjoy the positively spine tingling sensations of the ad.
Executive Creative Director: Rayyan Aoun
Associate Creative Director: Firas Ghannam
Copywriter: Nora Alhemaid -
Associate Business Director: Karim Baker -
Account Manager: Abdullah Issa
BK Marketing Director: Robert Dreghorn
BK Marketing Manager: Albanderi Mohammed Alyamani
Production House: Dejavu
Executive Producer : Manasvi Gosalia -
Director: Neelay Shah
Sound Engineer: Elie Akl