| Title | BIG MAC SHOP |
| Brand | McDONALD'S SWEDEN |
| Product/Service | BIGMAC |
| Category |
C04. Travel, Leisure & Retail (incl. e-commerce & Restaurants) |
|
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 |
| Johan Ljungman |
Ddb Stockholm |
Business Director |
| Jeanette Ytterman |
Ddb Stockholm |
Account Director |
| Emmi Wilhelmsson |
Ddb Stockholm |
Account Manager |
| Anna Hellenberg |
Ddb Stockholm |
Print Manager |
| Christian Budtz |
Ddb Stockholm |
Strategic Planner |
| Christian Björnerhag |
Ddb Stockholm |
Photoshop Artist |
| Pärmartin Jonsson |
Ddb Stockholm |
Graphic Designer |
| Isa Svärd |
Ddb Stockholm |
Graphic Designer |
| Jenny Gunnarsson |
Ddb Stockholm |
Front End Developer |
| Dennis Phang |
Ddb Stockholm |
Web Designer |
| Johan Svensson |
Ddb House |
Executive Producer |
| Anna Svensson |
Ddb Stockholm |
Account Manager |
| Daniel Israeli |
Ddb Stockholm |
Special Production Manager |
| Magnus Flobecker |
Magnus Flobecker AB |
Costume Design |
| Rickard Berggren |
Ddb Stockholm |
Social media manager |
Brief Explanation
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. We needed to give them a new opportunity to be fans – in a playful way that felt credibly McDonald’s and once again had fans say: i’m lovin’ it.
We did that, not via a campaign, but by opening an online store, selling specially designed BigMac clothes that gave fans a unique new way to share their affection for the Big Mac with their social network.
Results and Effectiveness
In 1 week the campaign generated:
- 200 million Reach.
- Site visitors from 150 countries.
- 5.5 mill. Euro in Earned Media. After 6 months it increased to 8.1 mill. Euro.
76% of visitors from direct traffic. 41% of visitors are returning fans.
The Shop is driven as a start-up business, shipping to 6 continents. +1,8k fans subscribe to product updates.
As a self-funding initiative, half the profits goes to Ronald McDonald’s House Charity, half reinvested in new products.
New designs are in production. The shop is proving sustainable as a platform for ecommerce and innovation that engages fans.
Creative Execution
To maximize the campaign, the tiny media budget of less than 500k SEK was spent in phases:
Phase 1: Influencing the influencers: We reached out to trusted voices in fashion to spread the word in their own channels, delivering credo via fashion editorial (TheYouWay), bloggers (Finest) and social media (GoSnap/Instagram).
Stage 2: Fuelling the conversation: We used video content from the McWalk fashion show to broader audience to fuel the fire via social video channels.
Stage 3: Taking it to the masses: We created a lifestyle campaign that would put McDonalds in the same realm as H&M.
Insights, Strategy and the Idea
The strategy was to have Big Mac behave like a modern pop icon – by giving its fans a whole new opportunity to be fans.
Taking The Big Mac Shop into a new lifestyle territory, we aimed to broaden the appeal beyond the male burger loving audience: With its ironically aspirational clothing line, the Shop appealed to young, urban and fashion-conscious. This audience is typically anti-advertising and so we needed to use voices that they find entertaining to help them discover the Big Mac fashion line: We teamed up with fashion writers and social media stars to spread the word.