| Title | SNAPCHANCE |
| Brand | McDONALD'S NORWAY |
| Product/Service | SMOOTHIE LAUNCH |
| Category |
A07. SOCIAL FOR MOBILE |
|
Entrant Company
|
DDB OSLO, NORWAY
|
|
Advertising Agency
|
DDB OSLO, NORWAY
|
Credits
| Kenneth Lamond |
DDB Oslo |
Creative |
| Even Moseng |
DDB Oslo |
Creative |
| Emma Karlsson |
DDB Oslo |
Project Manager |
| Lars Hafstad |
DDB |
Account Director |
| Henning Sillerud |
DDB Oslo |
Web Director/Designer |
| Per Øyvind Weum |
DDB Oslo |
Motion Graphics/Designer |
| Ine Rasen |
DDB Oslo |
Designer |
Creative Execution
This is an extremely cost effective idea where NO money was spent on production, as we only used Snapchats own mechanics. And hardly any money was spent on media. Apart from pre-rolls on web-tv, the rest of the media were McDonald’s Norways own social channels. By our fans adding us as friends, they were in fact asking us to send them a coupon, which is much stronger tha just handing them out, making this a very personal, yet fun and engaging activation.
The campaign was a great success. Sales were up by 40,6 per cent compared to the soft launch. And McDonald’s Norway went from having 0 to 2,700 friends on Snapchat in just two weeks. A pretty high number given Norway’s low population and the private nature of Snapchat where people are more sceptical of branded presence.
This year, McDonald’s Norway launched its new fruit smoothies. The perfect refreshment for young adults. But seeing as these guys are very quality concious and price sensitive, we needed them into our restaurant to of course try our product, but also so they could compare it to more expensive smoothies in the market. But, instead of simply giving away free coupons, we made it into a lottery on SnapChat.
However, since snaps disappear once they are viewed – people had to open their snaps at McDonald’s! Meaning they didn’t actually know if their snap contained a free smoothie or not until ithey opened the snaps when it was your turn at the counter. So if a snap didn’t contain a free smoothie, which it did more often than not, chances were pretty good that they would buy one anyway - to a very reasonable price - given that they already stood in line wanting a smoothie.