McDonald's Promo, Case study HAPPY BOSS by Leo Burnett Guaynabo

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HAPPY BOSS

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Industry Fast food
Media Promo & PR, Case study
Market Puerto Rico
Agency Leo Burnett Guaynabo
Copywriter Facundo Paglia, Victor Cabezas
Released August 2010

Credits & Description

Category: Best Use of Audio
Advertiser: McDONALD'S
Product/Service: BREAKFAST COMBOS
Agency: LEO BURNETT PUERTO RICO
Date of First Appearance: Aug 13 2010
Entrant Company: LEO BURNETT PUERTO RICO, San Juan, PUERTO RICO
Creative Director: Victor Cabezas (LEO BURNETT)
Copywriter: Facundo Paglia (LEO BURNETT)
Copywriter: Victor Cabezas (LEO BURNETT)
Associated Creative Director: Manolo Martinez (LEO BURNETT)
Account Executive: Ivelisse Storer (LEO BURNETT)
Media placement: Radio Integrations - La Mega 106.9 - August 13, 2010

Insights, Strategy & the Idea
We wanted to promote MCDONALD'S Breakfast combos as an option for people without time to enjoy breakfast at home. This people are always on the run and most of the time running late for work. Our solution began with a simple insight: a good breakfast makes everybody’s day better, no matter how late they are.

Creative Execution
We created Happy Boss a radio integration campaign where people running late for work were encouraged to call to the most popular morning radio show and provide the names of their impatient bosses. Then the radio show host called the bosses and informed them that the tardy employee would be bringing them breakfast from MCDONALD'S to make up for their tardiness. Supervisors found this funny and forgave the employee for arriving late. Those phone calls soon became the most effective way to show how a MCDONALD'S Breakfast makes everybody happy.

Results and Effectiveness
MCDONALD'S Breakfast Combos sales increased 196% during August, month when Happy Boss was aired as part of our communication campaign, setting a new record for the company. But more important, we created a new dialogue between the brand and consumers where both win. That way, MCDONALD'S reinforced its “I’m lovin’ it” positioning.