| Title | HIDDEN BIG MAC |
| Brand | MCDONALD'S FINLAND |
| Product/Service | BIG MAC |
| Category |
A08. OTHER DIGITAL SOLUTIONS IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
|
DDB HELSINKI Helsinki, FINLAND
|
|
Advertising Agency
|
DDB HELSINKI Helsinki, FINLAND
|
|
Media Agency
|
OMD FINLAND Helsinki, FINLAND
|
|
Production Company
|
KUUBI VISUAL PRODUCTIONS Helsinki, FINLAND
|
Credits
| Jukka Mannio |
DDB Helsinki |
Art Director |
| Vesa Tujunen |
DDB Helsinki |
Creative Director/Copywriter |
| Jarno Lindblom |
DDB Helsinki |
Account Director |
| Anu Ylimaa |
DDB Helsinki |
Agency Producer |
| Tomi Aalto |
DDB Helsinki |
Technical Lead |
| Joona Babitzin |
DDB Helsinki |
Senior Digital Producer |
| Mika Lahtinen |
DDB Helsinki |
Graphic Designer |
| Niina Pankko |
OMD Finland |
Deputing Managing Director |
| Riku Puhakka |
OMD Finland |
Account Director |
| Aki Snellman |
Ainoa Resolution |
Account Director |
| Teemu Neigclick |
Omnicom Media Group Finland |
Chief Digital Officer |
| Jani Halme |
Omnicom Media Group Finland |
Creative Director |
| Juha Airikka |
Kuubi |
Producer |
| Jon Stålhström |
Kuubi |
Developer |
| Sampo Karpo |
Kuubi |
Creative Director |
| Tomi Wirtanen |
Mcdonald's Finland |
Marketing Director |
| Christoffer Rönnblad |
Mcdonald's Finland |
Account Director |
| Olli Tiainen |
Mcdonald's Finland |
Marketing Manager |
| Johannes Salonen |
Motel Royal |
Film Director |
| Saara Kankaanpää |
Motel Royal |
Film Producer |
The Brief
To find an entertaining and exciting way for consumers to spend time with the iconic Big Mac. Offer something extra for the true fans.
Describe how the promotion developed from concept to implementation
The enriched video clip offered a game experience where the treasure of a free Bic Mac could be found. The game was actually quite difficult since the prize was valuable. This generated word of mouth around the schoolyards and the legend came alive.
Describe the success of the promotion with both client and consumer including some quantifiable results
The film was shown over 2 200 000 times and 9000 people found the hidden Big Mac and captured a code themselves. The solution made people spend the time with the brand and iconic Big Mac-hamburger. McDonald's Finland mobile application was downloaded 14 000 times during the campaign.
Explain why the method of promotion was most relevant to the product or service
The film is all about Big Mac and the hidden promotional prize delivered this promise for the consumer in a relevant way.