| Title | MC FLURRY |
| Brand | MCDONALD'S |
| Product/Service | MC FLURRY |
| Category |
E01. Launch / Re-launch |
|
Entrant
|
DDB PARIS, FRANCE
|
|
Idea Creation
|
DDB PARIS, FRANCE
|
Credits
| Alexander Kalchev |
DDB Paris |
Executive Creative Director |
| Melanie Pennec |
DDB Paris |
Creative Director |
| Hugues Tanchon |
DDB Paris |
Art Director |
| Mathieu Dublé |
DDB Paris |
Copywriter |
| Sébastien GENTY |
DDB Paris |
Managing Director |
| Cédric Ledoux |
DDB Paris |
Planner |
| Stéphane Gazzo |
DDB Paris |
Managing Director |
| Mathieu Bliguet |
DDB Paris |
Account Director |
| Agathe Bicart-Sée |
DDB Paris |
Account Director |
| Laetitia de Camas |
DDB Paris |
Account Executive |
| Thibaut Pirioux |
DDB Paris |
Art Director Assistant |
| Jonathan Haddad |
DDB Paris |
Art Director Assistant |
| Florentin Heyraud |
DDB Paris |
Art Director Assistant |
| Xavier Royaux |
McDonald's |
Senior Vice President |
| Maurizio Biondi |
McDonald's |
Manager Marketing Trade |
| Clémence Arnaud |
McDonald's |
Marketing Manager |
| Louis Esnon |
McDonald's |
Advertiser Supervisor |
| Alex Vigreux |
McDonald's |
Product manager |
Why is this work relevant for Brand Experience & Activation?
A social media activation and an original Brand Experience on Snapchat : A world lens in augmented reality offering each user the possibility to imagine and create the design of the futur McFlurry cup using graphical customization tools specially developed for the occasion.
A real co-creation experience that has recorded more than 6000 design proposals, with a record average play time of 49 seconds within the Snapchat App.
More than just a digital experience, the winning cup will be printed and distributed in more than 1400 restaurants in France in 2020.
background
McFlurry is supposed to be the coolest/youngest ice-cream ever.
But McDonald's France didn't communicate about it since 2000. And teenagers have changed quite a lot since 2000.
So, our challenge was simple: forget everything about the McFlurry, and re-create a real new sub-brand to re-conquer our millennial target.
Describe the creative idea (20% of vote)
We wanted to talk about our strongest USP: The McFlurry it’s more than 120 possible mixes, from the very classic to the most unexpected.
We looked at our young target and came with a simple idea:
This generation is a mix too: in 2019 you can listen to metal but wear colorful clothes, put joggings and be a hipster… So, you Dear, must find the perfect ice-cream for you.
Describe the strategy (20% of vote)
Re-create a real new sub-brand to re-conquer our millennial target.
Describe the execution (30% of vote)
We did mix techniques, inspirations and musics to build a design centric but integrated campaign.
1 new identity, 4 unique packagings designed by illustrators, 10 super targeted Youtube pre-rolls, a partnership with Vice to create some cool branded content video about mixed creations, a design contest on snapchat where users could personalised their own cup, and dozen of social media assets.
List the results (30% of vote)
Sales : +9,7%
Product memorization +13 pts
Brand Affinity : +12pts
Product preference : +8pts.
submissions on snapchat : + 8,000
36M media impressions
11M views.