Title | MCCHARGE |
Brand | MCDONALD'S |
Product/Service | FAST FOOD RESTAURANTS |
Category |
B05. Use of Ambient Media: Large Scale |
Entrant
|
NORD DDB Stockholm, SWEDEN
|
Idea Creation
|
NORD DDB Stockholm, SWEDEN
|
Production
|
SKYLTKONCEPT Gothenburg, SWEDEN
|
Credits
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.