FC BURGER MUNICH - THE McDONALD'S STADIUM TAKE-OVER
| Title | FC BURGER MUNICH - THE McDONALD'S STADIUM TAKE-OVER |
| Brand | McDONALD'S |
| Product/Service | MCB. |
| Category |
B06. Use of Ambient Media: Large Scale |
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Entrant
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LEO BURNETT FRANKFURT, GERMANY
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Idea Creation
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LEO BURNETT FRANKFURT, GERMANY
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Idea Creation 2
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THJNK Hamburg, GERMANY
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Additional Company
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McDONALD'S DEUTSCHLAND Munich, GERMANY
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Credits
| Andreas Pauli |
Leo Burnett Germany |
CCO |
| Armin Jochum |
Thjnk AG |
CCO |
| Joerg Hoffmann |
Leo Burnett Germany |
Creative Director |
| Christoph Wick |
Leo Burnett Germany |
Creative Director |
| Till Rothweiler |
Leo Burnett Germany |
Senior Art Director |
| Andreas Daum |
Leo Burnett Germany |
Senior Copywriter |
| Alexander Kaesler |
Leo Burnett Germany |
Agency Producer |
| Isabel Padberg |
Leo Burnett Germany |
Account Director |
| Anna Pichutta |
Leo Burnett Germany |
Account Manager |
| Sascha Klein |
Leo Burnett Germany |
Social Media Director |
| Valentin Dietmar |
Leo Burnett Germany |
Social Media |
| Viktor Kislovskij |
Leo Burnett Germany |
Social Media |
The Campaign
Take-overs are always a great way to stir buzz. But so far they have only been done online. Our idea was to take the take-over into the real world and the Allianz Arena was the perfect fit. It is one of the most iconic buildings in Germany, it belongs to the FC Bayern Munich, the most famous soccer clubs in Germany, and is shaped like a burger.
Creative Execution
For three days 300.00 LEDs transformed the 26.000 square meter facade of the stadium into a giant burger, creating the largest outdoor advertising ever at one of Germany’s busiest freeway interchanges.
The illumination of the Allianz Arena reached a tremendous amount of media coverage. In total 450,000 views were generated simply by cars passing the arena on the freeway, over 10 million people saw it on Facebook, creating over 400,000 user-interactions. Besides, the campaign led to over 20 million media impressions, resulting in an estimated earned media value of over 2.1 mio. €.
To launch McDonald's latest burger, we decided to go big and turned a whole stadium into a giant burger - and not just any stadium but the stadium of Bayern Munich. Since July 2016, the stadium can be illuminated in the full RGB spectrum thanks to a unique technology utilizing 300.000 LEDs. Our campaign was the first to make use of this new technology for advertising purposes turning the 26.000 square meters of the facade into the world's biggest advertising space.
Insights, Strategy and the Idea
Our primary target audience were young adults and young professionals (20-35 years old) with high social media usage behavior. As a second target audience we identified older adults and burger lovers ranging from 35 to 49 years of age.