Adaily Inspiration Week #48: Addressing complaints
For this week we chose campaigns that showcase how brands can turn criticism, bad reviews, or complaints into opportunities for innovation and connection. Below you’ll find our 5 picks, from responding to neglected customer posts with a free Whopper to using bad perfume reviews as a badge of honor. Straight from Adaily » HERE «
1. The Whopper Reply • Burger King
Uncle Grey Copenhagen • 2020 • QSR • Denmark • Europe
Campaign Summary:
Burger King Denmark redefined customer service by replying to neglected posts on McDonald’s Facebook pages, offering personalized responses paired with vouchers for free Whoppers. Each response directed individuals to a unique URL with a personal greeting, highlighting Burger King’s commitment to customer care while driving foot traffic to their restaurants.
The campaign achieved remarkable success, generating 248 million impressions worldwide and garnering 80% positive sentiment online. Over 93% of vouchers were redeemed in Burger King locations, and micro-influencers helped boost the campaign’s engagement rate to 8.6%. With over 100 news articles (95% positive), the campaign also increased intent to visit Burger King by 4.62% and reduced intent to visit McDonald’s by 9.12%. Overall, Burger King improved customer service perception by 110%, tipping the scales in its favor and showcasing the power of innovative, customer-focused engagement.
Links
2. Hate To Protect • Guide Tao
TBWA\Paris • 2022 • Travel agency • Cross-country • Global
Campaign Summary:
The "Hate To Protect" campaign by Guides Tao used an unconventional approach to protect fragile natural sites. By posting negative reviews on popular travel platforms, the campaign aimed to discourage tourists from visiting environmentally sensitive areas, redirecting them to sustainable destinations that align with Guides Tao’s values.
Despite some reviews being removed by platforms for violating terms of service, others remained, lowering the popularity of targeted locations. The campaign successfully sparked debates on sustainable tourism and raised awareness about the environmental impact of mass tourism. However, its impact on tourist behavior and preservation efforts remains uncertain, as it also faced criticism for potentially affecting local livelihoods.
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3. Bad Reviews • Etat Libre d'Orange
Kworq New York • 2020 • Beauty • United States • North America
Campaign Summary:
Etat Libre d'Orange disrupted traditional perfume advertising with a bold campaign that paired authentic bad reviews of their fragrances with classical French Renaissance paintings. This unconventional approach highlighted the brand's unique identity, appealing to a creative and open-minded audience while breaking away from stereotypical sexy perfume ads.
The campaign achieved remarkable results: within 45 days, it drove a 611% increase in total sales, an 875% surge in website traffic, and a 735% rise in orders. Social media channels saw a dramatic impact, with Facebook purchases increasing by 12,454% and Instagram sales by 2,827%. The campaign generated over 19.4 million impressions, 35,000+ engagements, and a $450,000 earned media value, proving the effectiveness of humor, irony, and authenticity in driving sales and enhancing brand affinity.
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4. The Complainers • Kaufland
THIS IS LOCCO Bratislava • 2022 • Retail - other • Slovakia • Europe
Campaign Summary:
Kaufland broke traditional advertising norms by featuring employees openly complaining about the products they were promoting, highlighting the wide range of offerings in an unconventional and humorous way. This bold campaign aimed to capture attention, challenge standard promotional strategies, and engage audiences through relatability and humor.
The campaign was a success, transitioning from an online initiative to a TV campaign due to its popularity. It garnered over 3,000 reactions, with only 2% being negative, demonstrating strong audience engagement. By using employees as relatable protagonists, Kaufland effectively increased brand visibility and generated interest in its diverse product and service offerings.
Links
5. Unrating Vienna • Vienna Tourist Board
Wien Nord Serviceplan • 2020 • Destination • Cross-country • Global
Campaign Summary:
The "Unrating Vienna" campaign by the Vienna Tourist Board challenged the reliance on online ratings by showcasing absurd user reviews of Viennese attractions. By projecting these reviews onto iconic spots, the campaign encouraged travelers to prioritize unique experiences over top-rated lists and sparked a broader conversation about the validity of rating platforms.
With 275 million earned media impressions, the campaign gained attention from major outlets like The Washington Post and Lonely Planet. It resonated with tourists and the travel industry alike, spotlighting the subjective nature of ratings and inspiring travelers to explore beyond algorithms.
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Disclaimer: All campaign descriptions in this post are AI-generated, based on real-life descriptions provided by the authors.
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