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Burger King: Let Nothing Get In Your Way

Posted in Advertising

On Sunday, January 25th 2009 the Northern Gateway Toll Road was opened in New Zealand. The toll road took about 4 years to build, at a cost of $365 million NZ dollars! The toll fee is $2 for cars and light commercial vehicles and $4 for heavy vehicles. There is no additional charges for trailers or caravans. Good news for motorcycle drivers because there will be no toll fee for motorcycles since there are no toll booths on the road and the sensor system is not be able to detect the small licence plate.

This will be New Zealand’s first fully electronic toll road. The tolls will be calculated electronically using an image of your vehicle’s licence plate number, which is captured as you drive under a tolling point. As you approach the toll point sensors will detect your vehicle, then triggers the system to measure your vehicle’s dimensions. The vehicle dimensions are used to differentiate between a motorcycle, car, truck or bus and therefore assign the correct toll tariff. The system then compile all the information relating to your vehicle’s toll record, including the time and date you passed under the toll point, the licence plate image, vehicle dimensions, and toll tariff. It then transmits the data to their processing system to be linked to a toll account or a one-time payment. The processing system will hold toll records for up to 3 days (72 hours) to enable matching with payments. If no payment is received after 3 days, the system will automatically search for the address of the registered owner of the vehicle and sends the owner a Notice of Unpaid Toll.

To ease the frustration and help drivers  save some money, Burger King has launched a new promotion. Here is what they are offering: “Love the road but hate the $2 toll? Spend ten bucks or more at Burger King in Dairy Flat on SH1 ( last food stop before you hit the new Northern Gateway ) and we’ll take $2 off your purchase. Just show them this ad. See, we let nothing get in the way of a great trip North”. Wait a minute…is it rude to give someone the middle finger? Not so nice Burger King!

Toll This!

Burger King: Let Nothing Get In Your Way

Photo Credit: Ads of the World | Bestadsontv
Advertising Agency: Y&R Auckland, New Zealand
Creative Director: Vaughn Davis
Art Director: David Bell
Copywriter: Richard Loseby
17 Responses so far
  1. Home Massage Sydney on

    This all is the game of Modern Technology

  2. BK on

    LOL! What an innovative advertisement. :)

    BKs last blog post..Never Judge a Book by Its Cover

  3. AdWords Reseller Announcement on

    This add is very funny. :smile:
    AdWords Reseller Announcement last blog post..Yodel Closure over the Christmas Break

  4. salon equipment wholesale on

    Cool picture. I like it. Really. :-)
    Till

    salon equipment wholesale last blog post..Illinois salon equipment

  5. Sweaty Feet on

    Lol what a great image and a really funny idea from burger king. Props

  6. Soma on

    yes, look like a middle finger :)

    Soma last blog post..Price Samsung G810

  7. mike on

    I have to go there one day again. I have not been there in a long time.

    mike last blog post..60s Rock Songs

  8. College Experience on

    yummy =]
    I just noticed today, but there doesn’t seem to be as many BK’s around as there was like 5 years ago.

    College Experience last blog post..Changing or Choosing Your Major

  9. Jolie on

    I would rather pay the toll. The food at Burger King is void of any nutritional value and is full of fat. I used to crave junk food when I was younger, and now I can’t go near the stuff. My body is normally fed whole foods that are low in fat. If I give it Burger King it will get revenge on me by giving me gas and a host of other horrible conditions. :sick:

    As far as the toll is concerned, that is another example of how technology changes and improves. I’m also intrigued by wireless parking lots that assist drivers electronically.

  10. Jamie Harrington on

    sigh… I shouldn’t love the Burger King ad campaigns… they are so tacky and controversial…

    but I can’t help it! They always make me laugh, and that french fry pic is classicly awesome. :silly:
    Jamie Harrington´s last blog post: Editing is WOW!

  11. JenniJ on

    That’s a really great idea. We don’t have any toll roads in Canada but if we ever get any I hope someone does something like that!

    JenniJ´s last blog post: Need A Blog Review?

  12. Find Cars Online on

    That ad is just brilliant, very clever marketing, we have toll gates in South Africa, but no Burger Kings, but I am sure if we had this kind of give away it would go down very well with holiday makers.

  13. Nick on

    I like the picture at the end. Very smart of burger king. But the technology behind the toll booth is really cool. Its amazing what technology has done for us. Years ago we had to pay someone to stand at the toll booth.

  14. Eddie Garcia on

    All I can say is that Burger King is my favorite burger place. I could eat a Whopper meal at least 3 times a week. Of course I don’t, but I could. I think the advertisement is pretty keen on their part and I’m sure many will take advantage of it. Thanks for the post my friend!

    Friends 4 Life!

  15. How to get taller on

    I love Bk I think its the best, I only have it A few times a year But Allway enjoy it when I do.

  16. nose hair clipper on

    I love good old Bk, Nice post!

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