BIG MAC SONG by Leo Burnett Seoul, Starcom Seoul for McDonald's

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BIG MAC SONG

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Industry Fast food
Media Print, Magazine & Newspaper
Market South Korea
Agency Leo Burnett Seoul
Director Jae Hyuk Jang
Executive Creative Director Soohee Yang
Creative Director Inseok Nam
Art Director Mun Sang Cho
Copywriter Byung Hee Kang
Producer You Chan Shin
Account Supervisor Hyeyoon Choi
Agency Starcom Seoul
Released December 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: McDONALD'S
Product/Service: BIG MAC
Agency: LEO BURNETT KOREA
Agency: STARCOM
Senior Marketing Director: Susan Gonclaves (McDonald's)
Senior Marketing Director: Melanie Joh (McDonald's)
Marketing Director: Chester Kim (McDonald's)
Senior Brand Manager: Kris Kim (McDonald's)
Assistant Brand Manager: Julie Kim (McDonald's)
Associate Strategy Direcor: Brian Chan (Starcom)
Group Account Director: Vanessa Carr (Leo Burnett Korea)
Senior Account Executive: Eunseok Lee (Leo Burnett Korea)
Account Supervisor: Hyeyoon Choi (Leo Burnett Korea)
Account Executive: Jihyun Kwon (Leo Burnett Korea)
Executive Creative Director: Soohee Yang (Leo Burnett Korea)
Creative Director: Inseok Nam (Leo Burnett Korea)
Copywriter: Byung Hee Kang (Leo Burnett Korea)
Producer: You Chan Shin (Leo Burnett Korea)
Senior Art Director: Pyung Guk Kang (Leo Burnett Korea)
Art Director: Mun Sang Cho (Leo Burnett Korea)
Director: Jae-Hyuk Jang (Breakfast)
Managing Director: Youmi Cho (Leo Burnett Korea)
Media placement: TV Campaign-7 Spots - Cable And Terrestrial - 27 December 2011
Media placement: OOH - Billboard And LED - 27 December 2011
Media placement: POP - McDonald's Store - 27 December 2011
Media placement: Website - Online - 27 December 2011
Media placement: Print - Tabloid- Metro & Focus - 30 December 2011

Describe the objective of the promotion.
McDonald’s Big Mac is a global icon. But recently, it had lost its lustre in Korea. It was over-shadowed by competing new burgers, and forgotten in price discounting made easy with social commerce sites. Soon the only news on Big Mac was big discounts. The image of McDonald’s iconic burger was eroding and something drastic had to be done. McDonald's needed to put the 'sensation' back into the Big Mac brand —get Korea feeling good about the Big Mac again, participating in the brand and most importantly buying the brand…without a coupon!
Objectives:
Increase Sales Using Brand Communication
Brand Engagement

Describe how the promotion developed from concept to implementation.
The Big Mac was a product with a chant recognised around the world. In Korea, singing is a national pastime, and pop stardom a dream of all ages. So why not let Koreans do what they love best—sing— and have Big Mac make their dreams of stardom come true? The Big Mac song was born and a competition for the best performances was arranged. We requested consumers make videos and featured them in our national advertising on TV, OOH, print, mobile. The result: consumers could feel the sensation of being a star, just like the Big Mac.

Explain why the method of promotion was most relevant to the product or service.
Perhaps the most famous sandwich in the world, the Big Mac is a global icon, which is why McDonald’s believes it is 'the one and only taste sensation'. To become a national sensation again in Korea, we couldn’t just tell consumers about the Big Mac taste they’d known for years. This time around consumers needed to experience Big Mac 'sensation', literally. By sharing consumer’s unique performances of the Big Mac Song in our national advertising, consumers had the chance to replace the Big Mac as the icon in McDonald’s commercials. And they created their own sensation across the country.

Describe the success of the promotion with both client and consumer including some quantifiable results.
'Big Mac Song' brought the sensation back to McDonald’s, proving Big Mac is the one & only burger for Koreans! Consumers responded by helping McDonald’s set new benchmarks in Korea on what User-Created Content should be with 13,286 videos uploaded in just one month! 13 times more uploads than any recent Korean UCC video campaign on record! People bought Big Macs because they loved them, selling 36.5% more than the previous month without coupon redemptions. McDonald’s put the Big Mac and its singers at the heart of Korean popular culture by making room for not just one sensation, but thousands.