| Title | FRUIT MATCH |
| Brand | McDONALD'S SWEDEN |
| Product/Service | McDONALD'S SMOOTHIES |
| Category |
A05. USE OF BROADCAST IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
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DDB STOCKHOLM, SWEDEN
|
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Advertising Agency
|
DDB STOCKHOLM, SWEDEN
|
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Media Agency
|
OMD Stockholm, SWEDEN
|
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Production Company
|
THE BREWERY 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 |
| Christian Björnerhag |
Ddb Stockholm |
Retouch Artist |
| Bastian Zakolski |
DDB House |
3d |
| Jon Dranger |
DDB Stockholm |
Digital Director |
| Mikael Borter/Eriksson |
Ddb Stockholm |
Account Director |
| Elisabet Halming |
Ddb Stockholm |
Digital Producer |
| Alexander Ekman |
Ddb Stockholm |
Web Developer |
| Dennis Phang |
DDB Stockholm |
Digital Designer |
The Brief
To launch McDonald's iced smoothies on the swedish market. Do this by combining all media channels in a truly integrated way that embraces the way swedes consume media.
Describe how the promotion developed from concept to implementation
We needed to reach a primarily young target audience while also touching a wider secondary older market. So using TV was a must, but it was also key to make use of the 2nd screen. We also knew we had to drive sampling of the product. So a combination of TV, mobile and sampling was the order of the day. From there we decided to use gamification to do two things, increase numbers viewing our ads and to drive sampling on a national scale. All done with the McDonald's tone of voice.
Describe the success of the promotion with both client and consumer including some quantifiable results
As described by fast company:
The agency says 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%)
-Impression that McD is modern 76% (norm 53%)
-Tells something new about McD 76% (norm 39%)
-sales +18% above expectations
Explain why the method of promotion was most relevant to the product or service
As we said earlier, the primary target group was young people aged 16 to 35.. While at the same time ensure the launch method gained a broad reach throughout the McDonald's consumer base. So the combination of TV and mobile helped ensure we did both.