McDonald's Case study WRAPPED CAMPAIGN by Leo Burnett Jakarta

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Media Case study
Market Indonesia
Agency Leo Burnett Jakarta
Executive Creative Director Brian Capel
Creative Director Leonardus Bramantya, Glenn Alexander
Art Director Yogi Pasca Pradana
Copywriter Renaldy Arief
Producer Eva Ayu Karina
Released August 2010

Credits & Description

Category: Titanium and Integrated
Date of First Appearance: Oct 9 2010
Executive Creative Director: Brian Charles Capel (Leo Burnett Kreasindo)
Creative Director: Glenn Alexander (Ex. Leo Burnett Kreasindo)
Creative Director: Leonardus Bramantya (Leo Burnett Kreasindo)
Art Director: Yogi Pasca Pradana (Leo Burnett Kreasindo)
Copywriter: Renaldy Arief (Leo Burnett Kreasindo)
Executive Producer: Budiarto (Leo Burnett Kreasindo)
Producer: Eva Ayu Karina (Leo Burnett Kreasindo)
Account Director: Edwina (Leo Burnett Kreasindo)
Account Executive: Maria Rachmawati (Ex. Leo Burnett Kreasindo)
Media placement: TVC Big Mac - RCTI - 10 February 2010
Media placement: TVC Menu Mantap - RCTI - 2 May 2010
Media placement: TVC Menu Mantap Wrapped - Indovision - 5 June 2010
Media placement: Wrapped Pylon - In Store - 11 August 2010
Media placement: Menuboard/Translate - In Store - 11 August 2010

Describe the campaign/entry
We wanted to create a campaign for the month of Ramadhan that demonstrates cultural understanding and to bridge the relationship gap between McDonald’s which is still seen as a foreign brand with our Muslim customers.

Describe how the campaign/entry was launched across each channel in the order of implementation
Food commercials were aired before Ramadhan began, and during the fast, the exact commercials were re-run, this time wrapped in McDonald’s wrappers to avoid craving.

In-store, the menu board, when people broke fast, the images of food were unwrapped.

The McDonald’s iconic pylon was wrapped during fasting hours to get attention from passersby.

Give some idea of how successful this campaign/entry was with both client and consumer
This campaign functions as a corporate campaign in Indonesia to bridge the gap between Muslims and a foreign brand like McDonald’s. And the month of Ramadhan is the perfect way to start the conversation and to be part of their lives. The business results will be seen throughout the year till the next Ramadhan.