McDonald's DM SEE THE WORLD LIKE A CHILD by DDB Shanghai

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SEE THE WORLD LIKE A CHILD

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Industry Fast food
Media Direct marketing
Market China
Agency DDB Shanghai
Associate Creative Director Vincent Cao
Executive Creative Director Chris Lightburn-Jones
Creative Director Kevin Chiu
Art Director Yu Yong, Tengchuen Swee
Released December 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: McDONALD'S
Product/Service: FAST FOOD
Agency: DDB CHINA GROUP
Date of First Appearance: Dec 31 2010
Entrant Company: DDB CHINA GROUP, Shanghai, CHINA
Entry URL: http://116.228.186.133/awards/mcd_minicone/cannes2011/
Executive Creative Director: Chris Jones (DDB China Group / Tribal DDB Shanghai)
Creative Director: Kevin Chiu (DDB China Group / Tribal DDB Shanghai)
Associate Creative Director: Vincent Cao (DDB China Group / Tribal DDB Shanghai)
Art Director: Tengchuen Swee/Yu Yong (DDB China Group / Tribal DDB Shanghai)
Senior Copywriter: Yi Hsin Hsu (DDB China Group / Tribal DDB Shanghai)
Business Director: Mike Zeng (DDB China Group / Tribal DDB Shanghai)
Senior Account Manager: Jessie Yu (DDB China Group / Tribal DDB Shanghai)
Senior Account Manager: Celia Yang (DDB China Group / Tribal DDB Shanghai)
Chief Creative Officer: Michael Dee (DDB China Group)
Media placement: Online Banner - Sina.com - 31 Dec 2010
Media placement: News Comment Tool - Sina.com/ Finance And News Channel - 31 Dec 2010
Media placement: Website - Maidanglao.Sina.com.cn - 31 Dec 2010
Media placement: Microblog - Sina Weibo - 31 Dec 2010
Media placement: Digital Coupon - Mobiles - 31 Dec 2010

Describe the brief/objective of the direct campaign.
McDonald’s wanted to target Chinese white collar workers using their “make room for happiness” positioning to increase traffic outside meal times. These people face huge stress in daily life with lots of pressure to succeed. Even when they read the paper all they see is bad news. We had to find the best way to reach these people, drive them to McDonalds restaurants for a relaxing break and increase brand preference. We used a direct response mechanism using the Mini Cone to not only help people find new ways to enjoy simple happiness but also to drive store visits.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We invited people to see the world like a child again – while licking a Mini Cone. First we attracted attention by reinterpreting the daily headlines with “Mini Cone news” seen from a child’s point of view. We also spread this on Sina’s microblog. (E.g. The ups and downs of the stock market were like a free roller-coaster ride). Everyone was encouraged to participate and share their child-like viewpoint by using hashtag “Mini Cone” as they sent their own amusing tweets. In return they received mobile coupons for free Mini Cones. Our goal? Increase traffic by 10% during the campaign.

Explain why the creative execution was relevant to the product or service.
In a simple and rewarding way McDonald's was helping to relieve pressure for grown-ups by reaching out to them where they go daily – to read the news – and providing a little room for happiness in their day. We encouraged participation on microblog with an instant reward. It created an extra reason for people to visit McDonald's other than coming for lunch or dinner. The campaign created extra traffic by giving visits a new meaning – a way to relieve stress. The direct response mechanism of a free Mini Cone mobile voucher change perception of McDonald’s and drove visits.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The promotion connected with a wide audience and almost 680,000 people unleashed their inner-child on the Sina micro-blog by sharing their child-like tweets. Everyone participating received a mobile coupon to be redeemed for Mini Cones at McDonald’s restaurants. During the campaign period visits increased 19.71% compared with the previous month surpassing client’s objectives of a 10% increase and over-delivering on ROI. By creating a new “happiness” habit for grown-ups seeking to recapture a moment of childish fun we expect to see an increase of traffic throughout the year as they visit for the escapism of Mini Cone.