| Title | BIG MAC SHOP |
| Brand | McDONALD´S |
| Product/Service | BIGMAC |
| Category |
A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign) |
|
Entrant Company
|
DDB STOCKHOLM, SWEDEN
|
|
Advertising Agency
|
DDB STOCKHOLM, SWEDEN
|
|
Media Agency
|
OMD Stockholm, SWEDEN
|
|
PR Agency
|
PRIME Stockholm, SWEDEN
|
Credits
| Simon Higby |
Ddb Stockholm |
Art Director |
| Stefan Gustafsson |
Ddb Stockholm |
Copywriter |
| Christian Budtz |
Ddb Stockholm |
Strategic Planner |
| Johan Ljungman |
Ddb Stockholm |
Business Director |
| Jeanette Ytterman |
Ddb Stockholm |
Account Director |
| Emmi Wilhelmsson |
Ddb Stockholm |
Account Manager |
| Pärmartin Jonsson |
Ddb Stockholm |
Graphic Designer |
| Anna Hellenberg |
Ddb Stockholm |
Print Production Manager |
| Christian Björnerhag |
Ddb Stockholm |
Photoshop Artist |
| Johan Svensson |
Ddb House |
Executive Producer |
| Daniel Israeli |
Ddb Stockholm |
Special Production Manager |
| Isa Svärd |
Ddb Stockholm |
Graphic Designer |
| Dennis Phang |
Ddb Stockholm |
Web Designer |
| Jenny Gunnarsson |
Ddb Stockholm |
Front End Developer |
| Rickard Berggren |
Ddb Stockholm |
Social media manager |
| Magnus Flobecker |
Magnus Flobecker AB |
Costume Design |
| Anna Svensson |
Ddb Stockholm |
Account Manager |
The Brief
The Big Mac is more than a burger, it’s an icon. But as its status is fading with the younger generation, our objective was to have fans rediscover their love for the Big Mac. The challenge: How do you make an old icon feel exciting again? Our strategy was to give its fan whole new opportunities to be fans.
We did that, not via a campaign, but by opening an online store – The Big Mac Shop – the first ever official Big Mac online store to sell specially designed Big Mac clothes and lifestyle items. The collection included bed sheets, wellington boots, thermal underwear, dog coats, raincoats, wallpaper, sleeping bags and board shorts.
The Big Mac Shop is driven as a start-up business and a self-funding initiative: Half of the profits from the shop goes to the Ronald McDonald’s House Charity while the remainder is reinvested into developing new products.
As a global brand with a strong local heritage, we leaned on the Swedish start-up culture and partnered with the small tech company, TickTail, to create the e-commerce platform for the Big Mac Shop. The Swedish tech scene is amongst the most progressive in the world, Internet and mobile penetration is sky-high and online shopping is part of everyday life. So, designing a unique digital retail experience became a key driver in having fans connect with the classic Big Mac in a new and relevant way.
The Big Mac Shop is also made available directly from McDonald’s app, which is among the most downloaded apps in Sweden.
To reinvigorate its status as an icon, the Big Mac had to behave like an icon. By opening its own online store, it did just that.
The Big Mac Shop gave fans a new opportunity to be fans – in a playful way that feels credibly McDonald’s and once again have people say: i’m lovin’ it. As a surprising and humorous lifestyle statement the Big Mac Shop is perfectly suited for fans’ social media behavior: Ultimately, giving them a fun way to share their affection for the Big Mac with their social networks on Instagram, Facebook etc.
The Big Mac Shop has become a vehicle to drive brand relevance and affinity with a young generation which is ever harder to please.
In just 1 week The Big Mac Shop reached 200 million people and generated 5.5 mill. Euro in Earned Media - appearing in leading lifestyle and news media, e.g. Bloomberg TV, ABC News, CBS News and Conan O’Brien. After 6 months Earned Media had increased to 8.1 mill. Euro. In 1 week The Shop had welcomed visitors from over 150 countries.
+362,000 unique visitors since launch.
+1,8k fan subscriptions for product updates.
Twitter: +1,700 tweets generated. Instagram: +1,100 comments, +47,900 likes generated
76% of visitors come from direct traffic.
41% of visitors are returning fans
The Big Mac Shop is now shipping products to 6 continents.
New products items are already in production - e.g. a high performance ski helmet and a sofa.
As the base of buying customers keeps growing, the Big Mac Shop is proving its sustainability not just as ecommerce platform for McDonald’s Sweden, but also as a space for innovating interesting products that allow McDonald’s to engage with fans and start relevant conversations.
The Big Mac Shop is currently skinned in a Swedish and an English version. As more McDonald’s countries are showing interest the next step would be to do local versions.