BYE, BYE BALLOONS. LONG LIVE BALLOONS!
| Title | BYE, BYE BALLOONS. LONG LIVE BALLOONS! |
| Brand | MCDONALD'S |
| Product/Service | BALLOONS |
| Category |
A02. AR |
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Entrant
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NORD DDB Stockholm, SWEDEN
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Idea Creation
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NORD DDB Stockholm, SWEDEN
|
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Media Placement
|
OMD Stockholm, SWEDEN
|
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PR
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PRIME WEBER SHANDWICK Stockholm, SWEDEN
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Production
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DVA Stockholm, SWEDEN
|
Credits
| Andreas Dahlqvist |
NORD DDB |
Chief Creative Officer |
| Petter Dixelius |
NORD DDB |
Copywriter |
| Joel Ekstrand |
NORD DDB |
Art Director |
| Jens Welin |
NORD DDB |
Senior Client Director |
| Edith Sundberg |
NORD DDB |
Graphic Designer |
| Sofie Hammers |
NORD DDB |
Social Media Strategist |
| Jeanette Ytterman |
NORD DDB |
Senior Client Manager |
| Stina Nyberg |
NORD DDB |
Client Manager |
| Victor Söderblom |
NORD DDB |
Digital Client Manager |
| Christoffer Åhlund |
Nord DDB |
Digital Client Director |
| Jonas Eriksson |
Nord DDB |
Content Creative |
| Jesper Andersson |
Nord DDB |
Communication Planning |
| Daniel Liljas |
Nord DDB |
Graphic Designer |
| Anna Lisspers |
Nord DDB |
Printbuyer |
| Kristin Åkerlund |
Nord DDB |
PR |
Background
Situation:
As a step in reducing single use items in the restaurants, McDonald’s Sweden decided to remove their iconic balloons once and for all.
Brief:
But kids love balloons, so how do we communicate this as something positive and fun?
Objectives:
Make people feel that it is positive that McDonald's stops handing out balloons.
Describe the creative idea
We replaced the balloons with an engaging and fun AR balloon experience, accessible thru the McDonald’s app.
Describe the strategy
The main target audience was families with kids in the Happy Meal age. The AR game was built using 8th Wall's WebAR platform and designed for kids (2-7 yrs). It revolves around popping as many balloons as possible within a given time frame. We launched “The next generation of balloons” with a 360° campaign completely centered around the mobile AR experience.
Describe the execution
We launched the campaign in the second week of September 2020. Nationwide OOH, DOOH, print, TVC/OLV, audio, influencer activations and McDonald's own channels (SoMe, restaurant screens, kiosks, app, website) all promoted the AR experience. The campaign ran for four weeks and was McDonald's Swedens biggest campaign of the year.
List the results
+170 000 unique players the first three weeks.
+450 000 games started
+3 min average gaming time
0% balloon littering
9 tons of reduced plastics per year (balloon sticks)
+200 000 000 earned media reach
7/10 think that it is good or great that McDonald's has stopped handing out balloons (Ipsos).
Sales increased by +0,5%* compared to the same period 2019 and +7% compared to the same period 2018.
*Even though many restaurants close earlier due to Covid 19.