| Title | CAN CURRENCY |
| Brand | McDONALD'S |
| Product/Service | McDONALD´S |
| Category |
B04. TRAVEL, LEISURE & RETAIL (INCL. E-COMMERCE & RESTAURANTS) |
|
Entrant Company
|
DDB STOCKHOLM, SWEDEN
|
|
Advertising Agency
|
DDB STOCKHOLM, SWEDEN
|
|
Media Agency
|
CLEAR CHANNEL Stockholm, SWEDEN
|
Credits
| Johan Anstérus |
DDB Stockholm |
Account Manager |
| Johan Bylund |
DDB Stockholm |
Account Manager |
| Hanna Anesäter |
DDB Stockholm |
Account Director |
| Simon Higby |
Ddb Stockholm |
Art Director |
| Stefan Gustafsson |
DDB Stockholm |
Copywriter |
| Johan Ljungman |
DDB Stockholm |
Business Director |
| Johanna Lundblad |
Ddb Stockholm |
Graphic Designer |
| Christian Björnerhag |
Ddb Stockholm |
Retouch Artist |
| Anna Hellenberg |
Ddb Stockholm |
Print Production Manager |
The Brief
We needed to make sure that McDonald's was the destination of choice for young people to fill up after Swedish summer festivals. But also help build McDonald's image as a ”good neighbor”.
Describe how the promotion developed from concept to implementation
From creativity online:
Hungry teens and young adults enjoying the parks and summer concerts in Stockholm -- but short on cash -- scored with this campaign for McDonald's. The fast feeder decided to make life a little easier for them by accepting a new kind of currency at the chain -- cans, alongside the usual cash and credit.
A local billboard annou nced that the Golden Arches would accept "cards, cash and cans." Attached to it was a roll of black plastic bags, each printed with a custom price list.
Describe the success of the promotion with both client and consumer including some quantifiable results
Described by fast company:
It's a pretty common sight to see teens huddled near a fast food counter, pooling their change to buy some fries or a burger to share. Scrounging for snacks is a right of passage for many young people.
In Sweden, McDonald's found a way to help the environment and help people afford more burgers by allowing consumers to pay for food with empty cans. Billboards around Stockholm announcing the campaign had a roll of black plastic bags attached, each with a custom price list on it.
Explain why the method of promotion was most relevant to the product or service
Empty cans are as much of a problem after festivals as hungry young people with little money. So with one campaign we solved two things. Increased sales and footfall was one thing but with this campaign we helped drive positive perceptions of McDonald's image with a critical target group.