McDONALD'S SMOOTHIE LAUNCH
| Title | McDONALD'S SMOOTHIE LAUNCH |
| Brand | McDONALD'S FINLAND |
| Product/Service | McDONALD'S SMOOTHIES |
| Category |
E01. Mobile Games |
|
Entrant Company
|
DDB HELSINKI Helsinki, FINLAND
|
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Advertising Agency
|
DDB HELSINKI Helsinki, FINLAND
|
|
Media Agency
|
OMD FINLAND Helsinki, FINLAND
|
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Production Company
|
MONKFISH Helsinki, FINLAND
|
Credits
| Lauri Vassinen |
DDB Helsinki |
Creative Director |
| Tapu Haro |
DDB Helsinki |
Creative Director |
| Annu Terho |
DDB Helsinki |
Copywriter |
| Heli Roiha |
DDB Helsinki |
Art Director |
| Joona Babitzin |
DDB Helsinki |
Senior Digital Producer |
| Jukka Hannula |
DDB Helsinki |
Illustrator |
| Toni Tiainen |
DDB Helsinki |
Digital Designer |
| Tomi Aalto |
DDB Helsinki |
Technical lead |
| Account Director |
DDB Helsinki |
Jarno Lindblom |
| Tuukka Vesala |
Monkfish |
Programmer |
Creative Execution
Smoothie Farmer mobile game ran on McDonald’s Finland’s mobile application and was promoted with a direct push notification for application users, rich media web tv spots, social media channels and online and mobile advertising.
Over 23 000 players in total was 3000 over the target of 20 000. 9900 (43 %) of the players completed the game and were awarded with a voucher for a free Smoothie. 6 800 (69 %) of them redeemed the voucher in restaurant. That was 1 800 (36 %) over the target of 5 000.
We wanted to tell skeptical customers that the new McDonald’s Smoothie is made of real fruit. We asked them to grow their own fruit in Smoothie Farmer mobile game where the fruit grew faster if the user took care of them as the weather changed in their location. It took 3-to-5 days to grow all the fruit: 5-day-ad in our customer’s pocket.