I’ve always considered Dubai to be a bit of an anomaly. People travel halfway across the world, straight into the hub of the Arabian Desert, and then spend good money to go indoor skiing. One of the worlds top honeymoon destinations, yet anything more then a peck on the cheek in public can wind you up in prison. A country where billion dollar deals are negotiated by men wearing a dishdash and sandals.

The head honchos in Burger King’s Middle East Marketing Department clearly had all all night brainstorming mission to try and solve their own million dollar problem. The equation they faced goes something like this:
People + Booze + 3am Bar Closing = Greasy Food Craving.

And while there are a number of watering holes in Dubai to satisfy the expats needs, to be drunk in public is an arrestable offence. Which makes it a highly risky business to drunkenly stumble the streets at the end of the night in search for your local greasemaker.

Burger King’s strategy is simple but effective: If you stamp them, they will come. Upon leaving the bar, all one has to do is show the taxi driver the stamp they received upon entry and hey presto, your drunken cravings are satisfied and you don’t wind up in the can for a night.

Everybody wins. Although my sympathies do lie with Burger King’s staff who now have to deal with the increased influx of inebriated punters.

Avertiser: BURGER KING
Agency: Tonic
Creative Director: Vincent Raffray
Art Directors: Thomas Derouault
Copywriter: Kris Richardson
Country: UAE

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