Title	MCDONALD'S MAMAFAN
Brand	McDonald's Suisse Restaurants Sàrl
Product/Service	MCDONALD'S PARTNERSHIP/SPONSORSHIP
Category	B08. Use of Celebrity, Influencers & Key Opinion Leaders
Entrant	TBWA\ SWITZERLAND Zurich, SWITZERLAND
Idea Creation	TBWA\ SWITZERLAND Zurich, SWITZERLAND
PR	FARNER PR Zurich, SWITZERLAND
Production	WESTPOINT FILM PRODUCTION GMBH Zürich, SWITZERLAND

Name	Company	Position
Manuel Wenzel	TBWA\ Switzerland AG	Executive Creative Director
Bruce Roberts	TBWA\ Switzerland AG	Creative Director
Susanna Fill	TBWA\ Switzerland AG	Senior Art Director
Daniel Lamprecht	TBWA\ Switzerland AG	Senior Copywriter
Danijel Sljivo	TBWA\ Switzerland AG	Business Director

Why is this work relevant for PR?

This work was amplified by a game-changing channel strategy that not only raised awareness for McDonald’s as a strong soccerteam-partner but also enhanced online reputation for McDonald’s a a family brand and established trust with the target audience. It reached a wider audience, created a news worthy PR angle with a self-speaking live stunt at low cost that was picked up across all big Swiss media channels.

Background

On Mother's Day every brand wants to own the territory. But how can we hit the emotional chord on Mother’s Day, take social media by storm and gain attention from national media? The open brief from the client was: To come up with a disruptive PR stunt on Mothers Day that would allow McDonald's to stand out of the crowd and generate some buzz.

Describe the creative idea (20% of vote)

A coincidence led us to a disruptive idea: On Mother's Day, the two most popular Swiss soccer teams would compete against each other. And since McDonald's has been a partner with the teams over years, it was a unique opportunity to do a stunt in front of 28,000 stadium visitors. The disruptive idea? On Mother's Day we called out to the soccer player's fans to for once not cheer for their idols but their mothers who have always been there for them. How? We produced jerseys for the two teams with their mothers names printed on them. On matchday the two teams walked out onto the field to spread one strong message across the country: We are all fans of our mothers.

Describe the PR strategy (30% of vote)

Insight: On Mother's Day we are all chasing to find the perfect gift for our mother to say thank you. But studies show that all a mother is wishing for is appreciation through a simple gesture. Key message: We are all fan of our mothers. Target audience: Families

Describe the PR execution (20% of vote)

Two weeks before the soccer game we produced the shirts. After that we held interviews with the soccer players, to then use this videos as teasers for the real event. During the game (on Mother's Day) we filmed the soccer players, sent out a press release with video and pictures to all major broadcasting stations in Switzerland. Only 30minutes later McDonald's was mentioned in the first online newspaper, 60min later in the biggest TV channel in Switzerland. After the event the players shared their love to their moms through Social Media with the hashtag mamafan.

List the results (30% of vote)

Through this campaign, we have garnered 5.2 million impressions, which is about 63% of the Swiss digital population. This means that more than 3 out of 5 Swiss would have been exposed to this campaign. This is all done with 0 CHF media spend. The earned media value was in total 238,000CHF with spendings of 500 CHF (for production and organisation) which means that for every Swiss frank spent on this campaign, we had a return of investment of CHF47 which is more than 47x the ROI. The PR stunt has triggered 12,000 positive interactions on social media.