MatchedThierPay
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Pay Cut Whopper
A promo to pay less when you need it most OR How we turned salary cuts into price discounts to launch the new BK app. Challenge In a time when organisations worldwide reduced employee salaries, people became wary of their spends in every aspect. Not the best moment to launch a fast food delivery app! Inspiration Now is the time to let people truly ‘have it their way’ by making things a little bit fair. Idea We offered people discounts that matched their pay cut percentage and duration on all in-app orders in the UAE. The idea turned the typical download-app-for-discount-code model into a new, meaningful audience-led medium to support people who are financially constrained. Growth The campaign has started generating great buzz with audiences welcoming it as an approach that's more human and relatable.
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