Always Open for Good Times by TBWA\Neboko Amsterdam, Wefilm for McDonald's

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Always Open for Good Times

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Industry Fast food
Media Ambient, Direct marketing
Market Netherlands
Agency TBWA\Neboko Amsterdam
Chief Creative Officer Darre Van Dijk
Creative Director Dennis Baars, Erik Falke
Art Director Ramon Stalenhoef, Mischa Schreuder
Agency Wefilm
Director Roel Welling
Released October 2016


One Show 2017
Moving Image Craft Craft - Use Of Original Music: Use Of Original Music - Single Bronze

Credits & Description

TBWA/NEBOKO has launched this "Always Open for Good Times" stunt for McDonald's, every time a customers orders the Maestro Burger they are serenaded by a orchestra who are watching them.
Media: Ambient
Category: Restaurants & fast food
Client: McDonalds
Production: Wefilm
Country: Netherlands
Director: Roel Welling
Art Director: Ramon Stalenhoef / Mischa Schreuder
Chief Creative Officer: Darre Van Dijk
Creative Director: Dennis Baars / Erik Falke
Production Company: Wefilm / Amsterdam / Captcha! / Amsterdam / Postoffice / Amsterdam / Guidos Orchestra / Landgraaf / Darius Dante / Amsterdam / Studio Arnold Muhren / Volendam / Good Sounds / Amsterdam
Director: Roel Welling
Chief Marketing Officer: Patritia Pahladsingh
Content Strategist: Wim Jan Zijlstra
Media Company: Omd / Amstelveen
Music & Sound: Guido Dieteren / Darius Dante
Sound Designer: Patrick Muhren / Marcel Bultman
The brief was to create a campaign for the Maestro burger, with the objectives to increase awareness and sales of the product. The brand objective was to increase perception in quality of McDonald’s by introducing new premiums to the product category. However, this Maestro Burger campaign was also the first official campaign under the new, overarching campaign strategy for the brand. Our new brand direction also called for new, ? more active and spontaneous ? brand behavior. That’s why we decided to do something a little different with the product-driven brief to demonstrate that we are ‘Always Open for Good Times.’
The musical piece was composed specifically for the event, in one of our restaurants. Dieteren and his entourage were hidden in a concert hall down the road of the McDonald’s restaurant. The creative challenge was to design a soundscape out of different sounds linked to live occurrences. As well as being able to improvise with the live guest interaction. For example, the sound of walking down the stairs, waiting in line, paying with cash, accidentally bump into someone, eating fries… All possible actions were translated to a musical live performance. It was crucial for Dieteren to tap into spontaneous interactions with the guests to get the desired reactions, documented with hidden cameras. This content was used for a spectacular 110 second film. This long film was part of a large integrated campaign including TV, outdoor, social, digital display, mobile display, online video, in-store etc.
Campaign Description:
The Maestro Burger is much more than food touching your taste buds; it is part of a memorable brand experience. We wanted to demonstrate that, through a live musical experience in our restaurant that would ignite all the senses.We surprised unsuspecting guests (under the pretense of product research) in their local McDonald's restaurant by musically accompanying their entire Maestro experience with a 60-piece orchestra and choir (led by the famous Guido Dieteren). Each movement and reaction– the sound of walking down the stairs, waiting in line, paying with cash or card, accidentally bumping into someone, eating fries, drinking ¬– had its very own musical note, melody or tone. But we dialed it up even more with a component during the stunt where there was a interaction, via live stream, between the lead singer of the choir and the guest.
The McDonald’s Maestro campaign is relevant for this category, because not only did we collaborate with the multi-talented Maestro Guido Dieteren (composer, violinist, musical director, producer and conductor of the Guido Dieteren Orchestra) to co-create entertaining and engaging content, in-and-outside our restaurant, but the musical piece also interacted with our guests in a live context and on a personal level.
Our newly defined, overarching campaign strategy is to invite consumers to fulfill their need for spontaneity in an energetic and playful way. Each time, we invite guests to follow their impulse, to let go of their routines, to give in to their intuition, because McDonald’s is ‘Always Open for Good Times’. This new brand direction also calls for a new brand behavior with less traditional ads, more spontaneous acts. Less fiction, more realness.That’s why, for this product-driven campaign, we wanted to steer away from the traditional campaign by doing something for our guests, instead of telling something to our guests. We also steered away from the purely food-oriented experience and moved towards a Maestro burger experience that goes way farther than just exciting the taste buds; McDonald’s calls everyone out to open up and ‘Ignite all your senses’.
This successful campaign resulted in an enormous surge in people coming to our restaurants to taste the Maestro burger, resulting in a large increase in sales (see confidential section). The live event was documented in a 110 second film. The video got an enormous amount of views, considering our small country (see confidential section). Moreover, the engagement with this content was high, with 22% of the viewers watching the entire video. The video was also posted on various international McDonald’s accounts (not shared), resulting in a global (organic!) reach of +50 million people. In addition, we gained €85.000 in free publicity.