McDonald's Case study Small Currency by Leo Burnett Jakarta

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Small Currency

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Industry Fast food
Media Case study
Market Indonesia
Agency Leo Burnett Jakarta
Released May 2012

Awards

Asia Pacific Advertising Festival (AdFest) 2013
PROMO LOTUS Best Use of Merchandising/in-store Marketing incl. Promotional Packaging BRONZE

Credits & Description

Advertiser REKSO NASIONAL FOOD
Product McDONALD'S
Entrant LEO BURNETT INDONESIA Jakarta, INDONESIA
Type of Entry Sales Promotion: Use of Media
Category Best Use of Merchandising/In-Store Marketing
Title SMALL CURRENCY
Sales Promotion/Advertising Agency: LEO BURNETT INDONESIA Jakarta, INDONESIA
Brian Charles Capel Leo Burnett Indonesia Group Executive Creative Director
Leonardus Bramantya Leo Burnett Indonesia Associate Creative Director
Patricia Wiroreno Leo Burnett Indonesia Associate Creative Director
Renaldy Arief Leo Burnett Kreasindo Copywriter
Damar Wijayanti Leo Burnett Kreasindo Copywriter
Yogi Pradana Leo Burnett Indonesial Art Director
Willy Asianto Leo Burnett Indonesia Art Director
Budiarto Leo Burnett Kreasindo Senior Producer
Edwina Febrialdy Leo Burnett Indonesia Account Director
Romadhona Harahap Leo Burnett Indonesia Account Executive
Describe the brief from the client:
In Indonesia, most stores have difficulties providing coins for small change and substitute them with sweets. Although in reality people dislike coins, they feel cheated when stores substitute their change with sweets and it becomes a real problem. McDonald’s came up with a solution that benefits both stores and customers.
Describe how the promotion developed from concept to implementation:
Introducing McDonald’s small currency in one of McDonald’s stores in Jakarta and offer the currency as an option to coins. Customers can use the McDonald’s small currency to buy any McDonald’s products, either on its own or combined with real money.
Describe the success of the promotion with both client and consumer including some quantifiable results:
It's a unique people-oriented solution that will start the conversation. It has direct result to business as it assures repeat purchase.
Explain why the method of promotion was most relevant to the product or service:
A compelling insight that is uniquely Indonesian. It addresses real consumer problems as well as benefiting stores.