Title | WEDGES - FRIES |
Brand | MC DONALD'S |
Product/Service | WEDGES - FRIES |
Category |
F02. Low Budget / High Impact Campaign |
Entrant
|
DDB PARIS, FRANCE
|
Idea Creation
|
DDB PARIS, FRANCE
|
Production
|
PANIC STUDIO Riga, LATVIA
|
Production 2
|
STUDIO 5 Paris, FRANCE
|
Credits
Alexander Kalchev |
DDB Paris |
Executive Creative Director |
Mélanie Pennec |
DDB Paris |
Creative Director |
Jean Weessa |
DDB Paris |
Creative Director |
Florentin Heyraud |
DDB Paris |
Art Director |
Thibaut Pirioux |
DDB Paris |
Art Director |
Marion Dervaux |
DDB Paris |
Art Director |
Sébastien Balondrade |
DDB Paris |
Copywriter |
Cédric Ledoux |
DDB Paris |
Planner |
Alexandra Mocanu |
- |
Photographer |
Cédric Boit |
Studio 5 |
Sound Prodcution |
Clément Reynaud |
Studio 5 |
Sound Prodcution |
Stéphane Gazzo |
DDB Paris |
Managing Director |
Fabien Donnay |
DDB Paris |
Account Manager |
Julie Garguillo |
DDB Paris |
Account Manager |
Laetitia de CAMAS |
DDB Paris |
Account Executive |
Xavier Royaux |
McDonald's |
Advertiser Supervisor |
Maurizio Biondi |
McDonald's |
Advertiser Supervisor |
Guillaume Huin |
McDonald's |
Advertiser Supervisor |
Céline Male |
McDonald's |
Advertiser Supervisor |
Uriel Abalo |
McDonald's |
Advertiser Supervisor |
Anne-Marie Gibert |
DDB Paris |
Press relation Director |
Provide budget details
The total media budget was small and confidential: only 58 K Euros.
Compared to the same period last year, sales have increased by 3%.
McDonald’s France is now thinking of putting the frites-potatoes as a regular side dish.
Why is this work relevant for Brand Experience & Activation ?
McDonald’s France, has 1400 restaurants, and serves over 2 million meals per day.
For 30 years now, the French fast-food market was almost a monopoly.
But since 3 years, Burger King is back in France.
So, how can you fight the funny new brand, when you’re such a leader brand?
Just by listening to your consumers and remember them how much they love you and your products. And then, change your iconic French fries to let them enjoy.
Background
McDonald’s France has 1.7 M of fans on Facebook. 1.7 M of people who spend their entire day giving us insights about the way they like to consume McDonald’s. A lot of fast-food lovers, who are use to argue about their favorite burger, Sundae flavor, Chicken Mc Nuggets sauce, etc. And we have found a recurring discussion topic in there: the side dish.
Describe the creative idea
In France, you get two side options at McDonald’s: the classic fries, and the potato wedges. And according to our consumers, to choose between those two is always a dilemma. So, how could we generate even more conversation about McDonald’s potatoes?
To realize our consumer’s absolute dream, we have developed a third side option: the ‘frites-potatoes’: half French fries, half potato wedges in the same packaging; available in our 1400 restaurants, during one entire weekend.
Describe the strategy
To bring us maximum attention, we have chosen a special launch date: April 1st.
So, nobody believed us when we have announced it one week before, thinking it was another April Fools’ Day prank.
We didn’t deny, let our fans speaking, the media commenting, and finally reveal that, no, the frites-potatoes were not a joke and were going to be a real side choice at McDonalds.
Describe the execution
A 100% social media orchestration organized around two phases.
1. A teasing phase, to involve our consumers in the discussion. It is a known fact: on social media, you speak when you have doubts. So, we have created doubts.
2. A reveal phase. The challenge was a bit different: to keep talking.
I. Teasing (March 23 – 29)
03/23: Launch on Facebook/Instagram/Snapchat.
Facebook: Teaser video (377 K views – reach: 2,6 M)
Dedicated event page: (reach: 999 k)
Instagram: 3 Instagram stories (total views: 44 K)
Twitter Creation of a dedicated Twitter account: @fritespotatoes
03/29: Leak (Twitter)
II. Reveal (March 29 – April 2)
03/30: Reveal
Facebook: Facebook live (1,4 M views – reach 271 K)
Twitter: Social room on March 30th. Personalized answers to #fritespotatoes
Instagram: 3 new stories (total view: 32K)
04/02: End.
List the results
Without a single euro spent on research & development or new packaging, we got:
807.555 sales in 4 days (59% of side choices)
15.176 #fritespotatoes and 20.69M impressions on Twitter
28.500 comments and 54.000 reactions on Facebook