| Title | FRUIT MATCH |
| Brand | McDONALD'S SWEDEN |
| Product/Service | McDONALD'S SMOOTHIES |
| Category |
A01. USE OF SCREENS IN A MEDIA CAMPAIGN |
|
Entrant Company
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DDB STOCKHOLM, SWEDEN
|
|
Advertising Agency
|
DDB STOCKHOLM, SWEDEN
|
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Media Agency
|
OMD Stockholm, SWEDEN
|
Credits
| Stefan Gustafsson |
Ddb |
Copywriter |
| Simon Higby |
Ddb Stockholm |
Art Director |
| Jeanette Ytterman |
Ddb Stockholm |
Account Director |
| Anna Svensson |
DDB Stockholm |
Account Manager |
| Johan Ljungman |
DDB Stockholm |
Business Director |
| Daniel Liljas |
DDB Stockholm |
Graphic Designer |
| Mikael Borter/Eriksson |
DDB Stockholm |
Account Director |
| Jon Dranger |
DDB Stockholm |
Digital Director |
| Bastian Zakolski |
DDB House |
3d |
| Christian Björnerhag |
Ddb Stockholm |
Retouch Artist |
| Alexander Ekman |
Ddb Stockholm |
Web Developer |
| Dennis Phang |
Ddb Stockholm |
Digital Designer |
| Elisabet Halming |
DDB Stockholm |
Digital Producer |
Results and Effectiveness
As described by Fast Company:
McDonald’s say it resulted in turning the ads into appointment viewing and boosted smoothie sales 18% over expectations. Never under estimate people's appetite for some light gambling and free food.
-campaign recognition 86% within target group
-visiting intent 45% (norm 17%)
-purchase intent 65% (norm 36%)
-sales +18% above expectations
Creative Execution
As described by Fast Company:
Create a mobile game tied directly to the TV ad with the promise of potential free stuff. At the start of an ad break, McDonald's challenges viewers to open the brand's app and play "Fruit Match." While the other ads are running, you have time to guess which fruit will win you a free frozen smoothie. At the end of the ad break, you're told if you've chosen wisely. The app is synched with the TV schedule down to the second, making it appear that the game is being played in real time, and also helped you find the times and channels the game ads would run.
Insights, Strategy and the Idea
As described by Fast Company:
It's pretty much a given that a huge chunk of people watch TV--and watch, or, more likely, not watch, TV commercials--with a mobile device at hand. Actually connecting the two devices, and behaviors, is no easy task. To launch its frozen smoothies, McDonald's in Sweden found a way to engage second screen viewers during TV commercials.