| Title | HEAT SEEKING CAMPAIGN |
| Brand | McDONALD'S SWEDEN |
| Product/Service | SMOOTHIES |
| Category |
B01. Use of Digital Advertising in a Promotional Campaign |
|
Entrant Company
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DDB STOCKHOLM, SWEDEN
|
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Advertising Agency
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DDB STOCKHOLM, SWEDEN
|
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Media Agency
|
OMD Stockholm, SWEDEN
|
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Production Company
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DDB HOUSE Stockholm, SWEDEN
|
Credits
| Sebastian Snygg |
Ddb Stockholm |
Copywriter |
| Leo Dal |
Ddb Stockholm |
Art Director |
| Jeanette Ytterman |
Ddb Stockholm |
Account Director |
| Daniel Israeli |
Ddb Stockholm |
Special Production Manager |
| Mattias Bengtsson |
Ddb House |
Producer |
| Olle Nyman |
Ddb House |
Producer |
| Martin Huss |
Ddb House |
Director |
| Martin Ruben |
Ddb Stockholm |
Graphic Designer |
| August Håkansson |
Ddb Stockholm |
Motion Graphic Designer |
| Anna Hellenberg |
Ddb Stockholm |
Print Manager |
The Brief
McDonald's wanted to boost sales of their Iced Smoothies and get people aware of their product's existence.
Campaign Success
McDonald's Iced Smoothies are refreshingly good! Problem was, most people hadn't even tried McDonald's Iced Smoothies yet. So we simply gave away free samples. Though, we wanted people to tell all of their friends about how great an Iced Smoothie taste. So we needed to maximize their taste experience. Our solution was to make sure that people who received a free smoothie were in the ideal condition for it. So we only gave away free smoothies to those who were hot enough.
Describe the success of the promotion with both client and consumer including some quantifiable results
McDonald's Iced Smoothie samples were gone two times faster than estimated, even though we actually made it more difficult for people to receive them. The film showing the "Heat-Seeking Billboard" got a CTR that was 50% higher than the average promotion film for McDonald's Sweden. And most importantly, the sales of Iced Smoothies went up by a staggering 52% in count of UPR(Units Per Thousand) during the campaign, compared to the month before.
Explain why the method of promotion was most relevant to the product or service
Our campaign promoted McDonald's Iced Smoothies by several activation ideas and different executions:
- We made an interactive outdoor sign and also a film about it, showing people interacting with the sign and their reactions.
- We promoted the Iced Smoothies by various banners and digital outdoor posters, which were only shown when the outside temperature rose above a certain degree.
- We set up a little exercise test in McDonald's app by using the smartphone's built-in gyro system, where users received a free Iced Smoothie if they showed successful. The free smoothie ticket was then time-limited to ensure nobody would have the chance to cool off before getting a smoothie.