Dentsu Malaysia: Burger & Lobster K-Drama Campaign Genting
Burger & Lobster’s Dramatic Return to Resorts World Genting Fueled by K-Drama Inspired campaign
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Resorts World Genting (RWG) successfully relaunched Burger & Lobster with a marketing campaign drawing inspiration from the narrative techniques of Korean dramas (K-dramas), resulting in increased engagement and brand visibility.
Campaign Strategy: A K-Drama Approach to Dining
The relaunch of burger & Lobster wasn’t simply a restaurant reopening; it was positioned as a compelling story, mirroring the suspense and anticipation common in K-dramas. The campaign aimed to transform dining into an immersive experience, encouraging guests to eagerly anticipate, share, and reconnect with the brand. The strategy focused on building anticipation and delivering a memorable experience, much like a binge-worthy television series.
Multi-Channel Engagement: From Reels to Real Life
The campaign utilized a multi-faceted approach, incorporating short-form video content showcasing the restaurant’s signature dishes – especially the “molten pours and sizzling plates” – to generate visual appeal. Strategic partnerships with Malaysian food media outlets KL Foodie, Rojak Daily, and K-culture influencer Tara Choi broadened the campaign’s reach across digital platforms. Offline engagement was bolstered through storytelling-focused out-of-home (OOH) advertising at SkyAvenue and the Genting Highlands Premium Outlets (GHPO) cable car stations.
Dentsu Malaysia’s Role: Crafting the Narrative
Gillian Chan, director for client leadership at dentsu Malaysia, explained the core inspiration behind the campaign. “K-dramas capture hearts as they no how to stir anticipation,deliver surprise,and leave audiences wanting more.” She emphasized that the team approached the Burger & Lobster relaunch as a collaborative effort with Resorts World Genting, akin to “writing a hit drama side by side, with a finale that leaves the audience already waiting for the next season.”
Beyond a relaunch: A Cultural Crossover
the campaign successfully elevated Burger & Lobster’s return beyond a mere relaunch, positioning it as a “cultural crossover.” The strategy empowered publishers to become storytellers, influencers to act as brand advocates, and each dining experience to feel like a meaningful moment within a larger narrative. This approach suggests a shift towards experiential marketing, where brands focus on creating memorable and shareable experiences rather than simply promoting products or services.