McDONALD'S COIN HUNTERS by BBDO Denmark, DDB Copenhagen for McDonald's

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McDONALD'S COIN HUNTERS

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Industry Fast food
Media Print, Magazine & Newspaper
Market Denmark
Agency BBDO Denmark
Art Director Rasmus Gottliebsen, Anna Just Melson, Caspar Bock, Bjarke Lautrup Larsen, Christian Iversen, Daniel Korn
Copywriter Rasmus Gottliebsen, Caspar Bock, Bjarke Lautrup Larsen, Christian Iversen
Agency DDB Copenhagen
Art Director Rasmus Gottliebsen, Anna Just Melson, Caspar Bock, Bjarke Lautrup Larsen, Christian Iversen, Daniel Korn
Copywriter Rasmus Gottliebsen, Caspar Bock, Bjarke Lautrup Larsen, Christian Iversen
Released June 2012

Awards

Cannes Lions 2012
Mobile Lions Best Integrated Campaign Led by Mobile Bronze

Credits & Description

Type of entry: Best Integrated Campaign Led by Mobile
Category: Best Integrated Campaign Led by Mobile
Advertiser: McDONALD'S
Product/Service: COINOFFERS
Agency: DDB COPENHAGEN, DENMARK
Advertiser McDONALD'S
Product COINOFFERS
Entrant DDB COPENHAGEN, DENMARK
Type of Entry: Best Integrated Campaign Led by Mobile
Category: Best Integrated Campaign Led by Mobile
Title: McDONALD'S COIN HUNTERS
Advertiser/Client: McDONALD'S
Product/Service: COINOFFERS
Entrant Company: DDB COPENHAGEN, DENMARK
DM/Advertising Agency: DDB COPENHAGEN, DENMARK
Ad/Copywriter: Christian Iversen (Ddb)
Ad/Copywriter: Rasmus Gottliebsen (Ddb)
Ad/Copywriter: Caspar Bock (Ddb)
Ad/Copywriter: Bjarke Lautrup Larsen (Freelance)
Account Manager: Louise Lind (Ddb)
Account Director: Pia Niemann (Ddb)
Strategic Director: Pernille Zillmer (Ddb)
Digital Director: Kim Jong Andersen (Ddb)
Graphic Design/Ad: Daniel Korn (Ddb)
Graphic Design/Ad: Anna Just Melson (Ddb)
Brief Explanation
Coinoffers is a range of products that can be bought for a coin. In Danish currency that means really cheap! The problem was, however, that the target audience bought Coinoffers because it was cheap and convenient – not because they related to the brand. Furthermore, competitors had started to run similar offerings aimed at the same target group. Our job was to revitalize the Coinoffers platform and get an ad-tired audience to engage with the McDonald's brand.
We created our own digital currency – one that would have to be earned by participation and brand engagement.
Conventional QR codes were transformed into ‘pixel codes’ resembling the real Coinoffers range. Each code held the value of one virtual coin. We distributed 1 million virtual coins throughout the country and invited users to go collect them with a new, purpose built smartphone App. Coins were integrated into McDonald's' advertising elements across all media platforms as well in unexpected places. Once enough Coins had been collected, they could be used on real Coinoffers at any McDonald's restaurant in the country.
The App became the fastest downloaded commercial App in Denmark ever. Reaching number 1 on iTunes App Store and Android Market only days after its release.
191,417 downloaded Apps in total … Equal to 3.5% of the entire Danish population!
We reached 2 million Facebook impressions and hit the magic 100,000 fans mark in just a few weeks.
The campaign got extensive press coverage and was one of the most discussed topics across social media.