SHRIMPS & THE DIP by Red Urban for McDonald's

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SHRIMPS & THE DIP

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Industry Fast food
Media Direct marketing
Market Germany
Agency Red Urban
Director Thoma Grusch
Executive Creative Director Andreas Klemps
Creative Director Scott Wilms
Art Director Fabian Zarse
Copywriter Niklas Maier, Holger Moellers
Photographer Barbara Seyr
Released February 2009

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: McDONALD'S ADVERTISING
Product/Service: McDONALD'S SHRIMP
Agency: RED URBAN
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: RED URBAN, Munich, GERMANY
Executive Creative Director: Andreas Klemps (Red Urban)
Creative Director: Scott Wilms (Red Urban)
Art Director: Fabian Zarse (Red Urban)
Copywriter: Holger Moellers (Red Urban)
Copywriter: Niklas Maier (Red Urban)
Account: Daniel Hoell (Red Urban)
Director: Thoma Grusch (Mes Austria)
Photographer: Barbara Seyr (Katsey)
Sound Engineer: Guenter Kolmann (Nasaomusic)
Styling: Ulrich Mertel
Media placement: Tour Poster - Guerilla Marketing/ Poster - 01.03.2009
Media placement: Online/ Video - ITunes, Musicload - 01.03.2009
Media placement: Online - MySpace, Fansite - 01.03.2009
Media placement: Audio - Warner Music - 01.03.2009
Media placement: Gigs - In Vienna - 01.03.2009
Media placement: Ads - M Magazine - March 2009
Media placement: Instore TV - McDonald's - 01.03.2009

Describe the brief/objective of the direct campaign.
Every year they return – the Best of M-Products. Among them; the hero product – the shrimps including the dip. The goal: a clear increase in sales during the promotion period, compared to the previous year. The challenge: How do you create awareness for a promotion that has been established and familiar for years?

Explain why the creative execution was relevant to the product or service.
To achieve a clear increase in sales during the promotion period, compared to the previous year. The challenge: 1. How do you create awareness for a promotion that has been established and familiar for years? 2. How do you create awareness with a very small budget (in total 60.000,- € !!!)

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
By breaking new ground: We launched the band "Shrimps and the dip" and let them storm the charts with their very own song "I want a shrimp from you". We set ourselves a target: to be in the Top Ten of the Austrian Charts. For this, "Shrimps and the dip" received what a real-life rock band needs: life sized shrimp costumes, a music video, a MySpace profile, tour posters, gigs on the Vienna ‘scene’, interviews in M-Magazine, as well as articles in the Austrian tabloid press – including scandals. What’s more, 15,000 copies of the single were published and distributed by Warner Music.

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.
Within the campaign period of only 6 weeks, 24,000 downloads turned the song “I want a shrimp from you” into a no. 1 top title on iTunes and musicload. The band’s MySpace profile achieved over 70,000 views, with about 2,000 visitors a day. And the sales figures for the shrimps were 50% more than the previous year. Dialogue marketing throughout all the channels. That’s the sound of rock ’n roll at McDonald’s.