| Title | McDONALD'S FRYFUTBOL |
| Brand | McDONALD´S |
| Product/Service | McDONALD´S |
| Category |
B04. TRAVEL, LEISURE & RETAIL (INCL. E-COMMERCE & RESTAURANTS) |
|
Media Agency
|
OMD INTERNATIONAL London, UNITED KINGDOM
|
|
Entrant Company
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OMD INTERNATIONAL London, UNITED KINGDOM
|
|
Media Agency 2
|
OMD INTERNATIONAL London, UNITED KINGDOM
|
|
Production Company
|
FRAMESTORE, UNITED KINGDOM
|
Credits
| Thomas Truttmann |
Mcdonald's |
Marketing Director |
| Chris Farrow |
OMD International |
Account Director |
| Helene Atkinson |
OMD International |
Executive Director |
| Jill Gray |
Facebook |
Senior Strategist |
| Rob Newlan |
Facebook |
Regional Creative Director |
| Sumitra Balakrishnan |
OMD International |
Paid Social Director |
| Wayne Harris |
Mcdonald's |
Paid Social Senior Planner |
| Liam Hopkins |
Arc Sponsorship |
Account Director |
| Olga Dyachuk |
OMD International |
Digital Director |
| Fred Whitton |
OMD International |
Digital Executive Director |
| Catherine Flynn |
Facebook |
Client Solutions |
| Duarte Rego |
OMD International |
Senior Paid Social Planner |
Results and Effectiveness
Over 250 million Fry Boxes sold in Europe! This is the most sold in a comparable period ever and stopped the decline of core sales during a World Cup period.
McDonald’s received Nielsen’s highest ever scores (+20%) for Brand Favourability and (+30%) for Purchase intent.
What started as a paid European campaign in 37 countries, was then taken to all major McDonald’s markets – 158 markets in total!
The campaign of ‘firsts’;
_ The most viewed single piece of digital content for McDonald’s ever (47m+ views)
- The most ‘Liked’ campaign content in McDonald’s history (+5m Likes).
McDonald’s, a brand that now appropriately fits the sponsorship.
Creative Execution
FryFutbol recreated the major moments of every day’s play during the World Cup, using a giant model stadium made entirely of McDonald’s materials.
We used 10,000 fries as supporters and players, more than 1,000 Fry props, and 1,000+ McDonald’s products to build the stadium, ensuring everything linked back to the restaurant in a fun way. In all, we created 30 FryFutbol videos depicting real-time moments.
We were in News Feed’s, Sports reports and on YouTube straight after a match, across 37 European markets, just as people were catching up on the action from the day before.
As a decentralised restaurant business, we ensured that we could speak to our audience in a locally relevant tone by day, and up-weight our media activity based on each country’s view of the moment – all in real time.
This was a Real-time execution done at real scale, from idea, to production, to delivery.
Insights, Strategy and the Idea
Despite 30 years of major sponsorships, McDonald’s are still not perceived to be entirely ‘appropriate’ sponsors of the Fifa World Cup.
We had to find a positioning which stayed true to the restaurant brand, their core values of fun and entertainment, but also brought their Global sponsorship of the Fifa World Cup 2014, to life. We would create content which credibly associated the restaurant with the FIFA World Cup and redefine their sports sponsorship positioning, all whilst continuing to sell products globally during a period where sales of their core products, usually declines.
Research from previous tournaments showed that generically talking about McDonald’s World Cup association did not cut through with Sports fans and Young Adults. Therefore, McDonald’s had to connect themselves with the most relevant moments of the World Cup, at the most relevant time.
In real-time, McDonald’s would re-create 2014 World Cup plays using their famous fries.