YOU CAN’T RESIST IT! by Optimum Media OMD Moscow for McDonald's

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YOU CAN’T RESIST IT!

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Industry Fast food
Media Promo & PR, Case study
Market Russia
Agency Optimum Media OMD Moscow
Client Service Director George Strakhov
Released May 2009

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: McDONALD'S
Product/Service: BIG MAC
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: OPTIMUM MEDIA OMD, Moscow, RUSSIA
Entry URL: http://song.bigmac.ru
Media Group Head: Elena Artemova (Optimum Media OMD)
Senior Media Manager: Irina Rudinskaya (Optimum Media OMD)
Media Assistant: Marina Guseva (Optimum Media OMD)
Strategic Manager: Marina Lokteva (Optimum Media OMD)
Outdoor Buying Group Head: Vladimir Trofimov (Optimum Media Buying)
Sponsorship/Branded Content Manager: Anton Belashov (Fuse)
Media Service Director: Stas Lazarev (Optimum Media OMD)
Account Director: Aleksandr Belyakov (DDB)
Senior Account Manager: Irina Zhabura (DDB)
Client Service Director: George Strakhov (Tribal DDB)
Account Manager: Pavel Zamorev (Tribal DDB)
Media placement: TV Campaign – 3 Spots - First Channel, STS, TV-3, Sport, DTV, MTV, Muz TV, 7 TV, NTV, TNT, Ren TV, TVC, - 04 May 2009
Media placement: TV Special Project – 16 Integrations - MTV - 18 May 2009
Media placement: OOH – Supersites, Net - Moscow - 01 May 2009
Media placement: Internet – Mini-Site, Banners, Viral Video, Special Campaign On Lastfm.ru - Vkontakte.ru, Video@Mail.ru, RuTube.ru, Lastfm.ru, MySpace.com, Lookatme.ru, B - 18 May 2009

Results and Effectiveness
MediaResults: 1,013,000 pageviews 206,000 visits (162,000uniques) 2.5 minutes average time spent 3,504 people joined BigMac community Granny Tamara took on a life of her own: 585 people “friended” Granny on her vkontakte page 3,376 views at Youtube.ru The viral amassed 300 posts of discussion. BusinessResults: Sales of Big Mac grew by 20%! Sales stayed up, setting a new benchmark. AdvertisingTrackingPanel data shows the campaign changed how young Russians perceive McDonald’s: “McDonald’s… …is young at heart” – 57% (vs. 49% average for 2009) …is a simple pleasure in my life” – 56% (vs.43%) …offers food I like” – 51% (vs.41%)

Creative Execution
We launched www.bigmac.ru, then encouraged consumers to join in, via OOH supersites; a TV campaign with different commercials using the BigMac lyrics; announcements on social sites vkontakte, myspace, rutube, video@mail and radiostation sites. Partnership with MTV started the Fun, with announcements presented by guru Alexander Anatolievich, and crazy sketches on MTV’s morning show: Nik and Vano performed 14 versions of the BigMac song, ending with, “You can do better? Prove it, at www.bigmac.ru” We seeded viral videos that looked like entries. “Granny Tamara” from rural Russia sings a folk music version. But she’s never seen a BigMac, and mispronounces ‘sesame’, bringing a smile to viewers. A second viral capitalized on the popularity of Eurovision. People enjoyed making videos, and it was fun checking out entries, adding comments to the site and voting for favorites. As the ultimate in fun, the winners performed on MTV, plus got tickets to MTV RussiaMusicAwards!

Insights, Strategy & the Idea
McDonald’s needed to revive interest in Big Mac. Young Russians consider BigMac as McDonald’s classic burger, but the relationship was rational: tastes good, satisfies hunger. As with any 20-year relationship, we needed to inject something fresh, and help consumers find a new way of seeing their BigMac. Universal to almost any happy relationship is having fun. Following that logic, we needed consumers to have fun with BigMac. “Fun” had to become the platform, with BigMac powering it, but never overpowering. How? We invited consumers to create their own music video, using the list of BigMac ingredients as lyrics. The invitation was delivered both conventionally and with humor, driving people to the BigMac online community. Social media is a personal and personalisable place where our audience naturally goes to have fun, therefore the perfect place to set up the BigMac “fun grounds”, populated by consumer-created videos, discussions, comments and voting.