| Title | PICNIC POSITION BLANKET |
| Brand | MCDONALD'S |
| Product/Service | FAST FOOD RESTAURANTS |
| Category |
A01. Activation by Location |
|
Entrant
|
NORD DDB Stockholm, SWEDEN
|
|
Idea Creation
|
NORD DDB Stockholm, SWEDEN
|
|
Production
|
GEP Stockholm, SWEDEN
|
Credits
| Andreas Dahlqvist |
NORD DDB Stockholm |
CCO |
| Jens Welin |
NORD DDB Stockholm |
Senior Client Director |
| Johanna Björnfot |
NORD DDB Stockholm |
Client Director |
| Annie Leander |
NORD DDB Stockholm |
Client Mangaer |
| Stina Nyberg |
NORD DDB Stockholm |
Client Manager |
| Erik Hagström |
NORD DDB Stockholm |
Interactive Producer |
| Tobias Bergenwall |
NORD DDB Stockholm |
Creative Producer |
| Petter Dixelius |
NORD DDB Stockholm |
Copywriter |
| Joel Ekstrand |
NORD DDB Stockholm |
Art Director |
| Jonas Eriksson |
NORD DDB Stockholm |
Social Media & Content Manager |
| Kevin Beaulier |
NORD DDB Stockholm |
Social and Community Strategist |
| Anna Lisspers |
NORD DDB Stockholm |
Print Production Manager |
| Edith Sundberg |
NORD DDB Stockholm |
Graphic Designer |
| Fredrik Kjellström |
NORD DDB Stockholm |
Graphic Designer |
| Simon Eriksson |
NORD DDB Stockholm |
Digtal Designer |
| Andreas Janland |
NORD DDB Stockholm |
Developer |
| Christian Björnerhag |
NORD DDB Stockholm |
Photographer |
| Hanna Ostrowski |
House Agency |
Producer |
| Joseph Eriksson |
House Agency |
Photographer |
| Hugo Anderholm |
House Agency |
Photographer |
| Luca Monterosso |
House Agency |
Edit, motion graphics, online |
| Denice Heurlin |
House Agency |
Post Producer |
| Christoffer Rönnblad |
McDonald's |
Marketing Director |
| Lisa Palm Danielsson |
McDonald's |
Senior Marketing Manager |
| Sofie Lager |
McDonald's Sweden |
Marketing Manager |
| Rickard Berthold |
McDonald's Sweden |
Digtal Lead |
Background
Situation:
McDonald’s Sweden has just established it’s McDelivery service which is now expanding all over the country.
Brief:
Show that McDonald’s are leading the way when it comes to convenience.
Objectives:
Make people talk about McDelivery. Make McDonald’s a natural part of hanging out with friends and family in the park during the summer.
Describe the creative idea
The Picnic Position Blanket – a unique treat for everyone that loves burgers but hates getting up from a comfy blanket in the park. Delivery services in Sweden need an address to be able to deliver food to you. So we created a picnic blanket that serves as your address, making it possible for you to get your favorite burger delivered directly to your picnic spot. All you need to do is find your picnic spot and scan the qr code on the blanket. Your picnic position is then registered and deep linked to the delivery service you choose. So you’ll always get your burgers from the McDonald’s restaurant closest to you – freshly prepared with minimum waiting time.
Describe the strategy
The target audience was the general public, with a focus on the cities that offer the McDelivery service. Our approach was to create something that people would share and talk about in the parks around Sweden.
Describe the execution
We produced 600 blankets that could be won via McDonald’s social media channels and the app. Then we invited followers via Instagram to get to specific parks in 10 Swedish cities on August 10 to claim their picnic blankets. The 400 remaining blankets where we handed out in less than two hours.
List the results
During the event, McDelivery orders were +21,8% compared to other Fridays. But most importantly, we solved a convenience problem and the brand became a natural part of picnic season.