Category: Best Use of Ambient Media: Small Scale
Advertiser: McDONALD'S JAPAN
Product/Service: RONALD McDONALD HOUSE
Agency: BEACON COMMUNICATIONS
Date of First Appearance: Nov 6 2009 12:00AM
Entrant Company: BEACON COMMUNICATIONS, Tokyo, JAPAN
Associate Creative Director: Tomokatsu Takayama (beacon communications k.k.)
Senior Art Director: Tomosuke Furukawa (beacon communications k.k.)
Junior Copywriter: Masayuki Tanaka (beacon communications k.k.)
Group Account Director: Mark Blears (beacon communications k.k.)
Group Creative Director: Hiroshi Oshima (beacon communications k.k.)
Account Supervisor: Ko Yamura (beacon communications k.k.)
Account Executive: Hiroko Yamaura (beacon communications k.k.)
Planning Director: Hiroko Matsuo (beacon communications k.k.)
Strategic Planner: Takuro Amada (beacon communications k.k.)
Media placement: Origami Cranes - At-Store (Given Out With Every Happy Meal) - 6 November 2009
Media placement: Magazine - an-fan (Japan national) - November issue
Media placement: Radio - Japan National - 20 November 2009
Media placement: TV Program Interview - Sunday Japon - 29 November 2009
Media placement: Giant Artwork Crane - Ronald McDonald House - 20 February 2010
Media placement: TV Film - Ground Wave, Japan - 12 March 2010
Results and Effectiveness
Happy Origami Crane Project did not just meet expectations, it exceeded them all, increasing donations from McDonald's restaurants and changing attitudes and behaviour towards charitable donations.
Donations for Ronald McDonald House soared by 82.9% in January 2010.
Growth of donations continued to show strength to date, resulting in 71.9% increase for Q1 2010.
A total of more than 264,000 cranes were collected by this campaign, which were presented to the 6 Houses on March 2010.
Donations submitted to Headquarters by month (Source: McDonald's Japan).
Year-on-year donation increase:
Q1 ave. 171.9%
Enable parents and children to show their 'warm heart' through the simple act of folding an origami crane and in doing so, change attitudes towards charitable donations.
Origami has high relevance to families because it is the parents who teach their children how to fold origami. On the back of each origami is an 'easy-to-tell-children' explanation about
a) the Ronald McDonald House and
b) to whom the finished origami cranes will be given, i.e. children possibly the same age battling diseases. So as parents teach their children how to fold the origami cranes, they can explain all about Ronald McDonald House and how it helps children who are less fortunate than themselves. We also wanted children to be able to express their 'warm heart', so we left a small white space on the front side of origami sheets where they could write a message to children at Ronald McDonald House.
Insights, Strategy & the Idea
“Ronald McDonald House” is a facility built near hospitals where children with intractable diseases can stay with their families. Our challenge was to increase awareness and raise more funds.
Our solution was to use origami cranes -a traditional symbol of healing in Japan – as an engaging media vehicle, made from origami paper given out with every Happy Meal.
Parents and children learned about the charity by folding the cranes. Space was provided on the wing for writing a heartfelt message of support.
The Promo / PR Ad titled HAPPY ORIGAMI CRANE was done by Beacon Communications advertising agency for product: Ronald Mcdonald House Charities (brand: McDonald's) in Japan. It was released in the Nov 2009.