MCCHARGE

ClientMCDONALD'S
Category A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
TitleMCCHARGE
Product/ServiceFAST FOOD RESTAURANTS
Entrant NORD DDB Stockholm, SWEDEN
Idea Creation NORD DDB Stockholm, SWEDEN
Production SKYLTKONCEPT Gothenburg, SWEDEN
Credits
Name Company Position
Andreas Dahlqvist NORD DDB Stockholm CCO
Jens Welin NORD DDB Stockholm Senior Client Director
Jeanette Ytterman NORD DDB Stockholm Senior Client Manager
Johanna Björnfot NORD DDB Stockholm Client Director
Stina Nyberg NORD DDB Stockholm Client Manager
Annie Leander NORD DDB Stockholm Client Mangaer
Tobias Bergenwall NORD DDB Stockholm Creative Producer
Jesper Andersson NORD DDB Stockholm Communications Planner
Lisa Ström NORD DDB Stockholm Planner
Petter Dixelius NORD DDB Stockholm Copywriter
Joel Ekstrand NORD DDB Stockholm Art Director
Daniel Liljas NORD DDB Stockholm Graphic Designer
Luca Monterosso House Agency Edit, motion graphics, online
Christian Björnerhag NORD DDB Stockholm Grade
Denice Heurlin House Agency Post Producer
Christoffer Rönnblad McDonald's Marketing Director
Lisa Palm Danielsson McDonald's Senior Marketing Manager
Selma Felic McDonald's Sweden Marketing Manager

Why is this work relevant for Media?

McDonald’s are Sweden’s biggest restaurant chain for electrical car charging – “the gas station of the future”. So we copied the most traditional of traditional gas station communication and put up permanent installations under the golden arches displaying the current price for charging, and the prices of Big Macs and Happy Meals, gas-station style. Putting McDonald’s iconic golden arches to new use along Sweden’s motorways – guiding drivers of electric cars and hybrids to charge their cars (and themselves) at our restaurants.

Background

Situation: McDonald’s has charging stations at 55 restaurants in Sweden, making it the largest restaurant chain for electric car charging. In 2020 all of McDonald’s drive-thru restaurants in the country will double as charging stations. At the same time, traditional gas stations are investing a lot of money into developing their food offering, making them a serious contender along the motorways. Brief: McDonald’s Sweden’s creative concept is “Big enough to make a difference”. Show how McDonald’s is leading the way towards a fossil free future while the gas stations are standing still. Objectives: Make drivers of electric cars and hybrids aware of McDonald’s network of charging stations. And make the general public feel that the brand is modern and progressive.

Describe the creative idea / insights (30% of vote)

McDonald’s are Sweden’s biggest restaurant chain for electrical car charging – “the gas station of the future”. So we copied the most traditional of traditional gas station communication and put up permanent installations under the golden arches displaying the current price for charging, and the prices of Big Macs and Happy Meals, gas-station style.

Describe the strategy (20% of vote)

The primary target group was drivers of electric cars and hybrids. But as always with McDonald’s, it’s also the general public. A.k.a. “everyone”. We approached one of the leading producers of gas station signs and hired them to put McDonald’s iconic golden arches posts to new use. Then we filmed the mounting of the signs and seeded out the film via social media channels and relevant sites and media outlets.

Describe the execution (20% of vote)

The double sided “gas station” signs have so far been mounted in Munkedal and Mjölby. The installations were mounted in June, just before all of Sweden hit the roads during their summer vacation. All McDonald’s franchisees with restaurants offering car charging can order their own signs.

List the results (30% of vote)

The McCharge installations received a lot of media attention, both in Sweden and abroad. All in all over 150 000 000 impressions. The number of drivers stopping by to charge their cars increased with +154% compared to the same period last year.