| Title | THE BIG MAC 50 QUEST |
| Brand | MCDONALD'S ITALIA |
| Product/Service | RESTAURANTS |
| Category |
B04. Use of Print or Outdoor |
|
Entrant
|
LEO BURNETT ITALY Milan, ITALY
|
|
Idea Creation
|
LEO BURNETT ITALY Milan, ITALY
|
|
Media Placement
|
OMD Milan, ITALY
|
|
Production
|
MOVIE MAGIC INTERNATIONAL Milan, ITALY
|
Credits
| Selmi Bali Barissever |
Leo Burnett |
Executive Creative Director |
| Lorenzo Crespi |
Leo Burnett |
Executive Creative Director |
| Alessandro Antonini |
Leo Burnett |
Executive Creative Director |
| Mattia Montanari |
Leo Burnett |
Head of Art&Innovation |
| Vanessa Miccoli |
Leo Burnett |
Senior Copywriter |
| Claudia Greco |
Leo Burnett |
Assistant Art Director |
| Alessandra Tondi |
Leo Burnett |
Assistant Copywriter |
| Neta Ben Tovim |
Leo Burnett |
Creative Director - Head of Design |
| Silvana Ferraris |
Leo Burnett |
Designer |
| Acsinia Messina |
Leo Burnett |
Brand Leader |
| Marika Mazzoni |
Leo Burnett |
Account Director |
| Elisabetta Iulita |
Leo Burnett |
Account Executive |
| Francesco Daleno |
Leo Burnett |
Project Manager |
| Alberto Della Torre |
Leo Burnett |
Junior Project Manager |
| Laura Rosari |
Leo Burnett |
Account Director |
| Paolo Rolla |
Leo Burnett |
Account Executive |
| Federica Doria |
Leo Burnett |
Community Manager |
| Cristian Di Pietrantonio |
Leo Burnett |
Community Manager |
| Mattia Orso Mangano |
Leo Burnett |
Planning Director |
| Maria Luisa Crisponi |
Leo Burnett |
Agency TV producer |
| Chicco Mazzini |
Movie Magic |
Production House Producer |
| Ago Panini |
- |
Director |
| Paolo Caimi |
- |
DoP |
| Ferdinando Arnò |
- |
Music |
| Claudio Furlan |
UsUp |
Event Production House |
| Pietro Meschini |
Adattivo |
Technical Agency |
| Michela Marni |
OMD |
Media Agency responsible |
Why is this work relevant for Brand Experience & Activation ?
We created a quest by dividing the image of a Big Mac into 50 parts and inviting all Italians to find them. We placed the parts in many different and unique places to make people enjoy the research.
In this way, McDonald’s reinforced the link between Italians and its iconic burger, because the parts were in some of the most iconic Italian venues.
Background
2018 is the year of the Big Mac’s 50th anniversary. In Italy, McDonald’s is very popular and appreciated and the Big Mac, even though it’s an icon, is no longer the most loved burger on the Menu.
McDonald’s asked us to create a campaign that could be institutional, to remind people that Big Mac over all these years has created a link with them, and also to engage and capture people’s attention.
So, we needed to bring the Big Mac back as a best seller among the products, and create a new fanbase of McLovers - people that usually go to McDonald’s – these became the objectives of the campaign.
Describe the creative idea
To create engaging content, we made a Big Mac quest, giving all McLovers the chance to get what they want: a Big Mac for just 50 cents.
We divided the image of the Big Mac into 50 parts and placed them all over Italy. On billboards, guerrilla and pop up events. Then invited all Italians to join the quest.
People simply needed to download the McDonald’s app, follow the hints, find the parts and share the photos on Instagram to complete the Big Mac, so they could have it for just 50 cents. Italians got involved, even through a TVC, and all together started hunting.
Once the Big Mac was re-united, McDonald’s announced a Big Mac Party.
Hundreds of thousands of people joined in and finally celebrated with their favourite burger.
Describe the strategy
The target audience was extended to all Italians, especially to those who already know and go to McDonald’s but haven’t downloaded the app yet, and are not aware of all the daily promotions.
We put the 50 parts in strategic places in order to enhance the performance of every single part and give a positive result for the brand, creating both a drive to store and a great product exhibition.
The approach was to direct the audience to a precise media: Instagram, in order to maximize attention and to minimize the exposure of media costs. Moreover, we made it compulsory to download the McDonald’s app to get the final coupon.
Describe the execution
A TVC spot and videos on Social Media kicked off the campaign.
Then, over two weeks, we placed and gradually revealed 50 different locations in Italy where the 50 posters were. From the North to the South - even on a volcano - using billboards, guerrilla and pop-up events.
The 31th of August the teaser video launched the Big Mac 50 quest.
The 1st of September a video invited all Italian to join.
From the 1st September To the 13th – social media contents, billboards and guerrilla kept the campaign active while people were finding the parts.
The 14th September the activation closed as the Big Mac was complete.
The same day McDonald’s announced the Big Mac Party to celebrate with the Big Mac at just 50 cents.
List the results
In just 4 hours, 258.000 Big Macs were sold. Overall Big Mac event: upr +11,4% versus September 2017.
For the duration of the activation, McDonald’s achieved 1.2 millions euros of incremental sales and a 3rd consecutive quarter with double digit growth Q3 = +10,1%
On Social Media: + 244% Instagram impressions, +1500 followers per day.
The McDonald’s app reached 1st place in the App Store.
With 107k app downloads 127k registrations 871k app opens.