McDonald's Promo, Case study EVERYONE SAVES FOR SOMETHING by DDB Budapest

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EVERYONE SAVES FOR SOMETHING

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Industry Fast food
Media Promo & PR, Case study
Market Hungary
Agency DDB Budapest
Creative Director Tordai Peter
Art Director Carlos Ramas Santamaria
Copywriter Giovanni Pintaude, Zsuzsa Rakosi
Released October 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: McDONALD'S
Product/Service: FAST FOOD VALUE OFFER
Agency: DDB BUDAPEST
Date of First Appearance: Oct 12 2010
Entrant Company: DDB BUDAPEST, HUNGARY
Creative Director: Peter Tordai (DDB Budapest)
Creative Group Head/Art Director: Rodrigo Fernandes (DDB Budapest)
Creative Group Head/Copywriter: Laszlo Hevesi (DDB Budapest)
Art Director: Carlos Ramas (DDB Budapest)
Copywriter: Giovanni Pintaude (DDB Budapest)
Copywriter: Zsuzsa Rakosi (DDB Budapest)
Production Manager: Alexandra Kemenyiczki (DDB Budapest)
Account Executive: Andrea Bagdi (DDB Budapest)
Senior Strategic Planner: Renata Varga (DDB Budapest)
Account Director: Erika Kis (DDB Budapest)
Junior Planner: Duska Gonja (DDB Budapest)
Media placement: Ambient - Shop Windows, Store Fronts - Shops, Malls - 12. October 2010

Insights, Strategy & the Idea
In today’s tough times McDonald’s reached out to younger customers with an offer that proved they still could afford McDonald’s.
The offer of two cheeseburgers for 1 Euro targeted teenagers and young adults. We built on the insight that young people have immensely long lists of wishes to save money for. With our idea of “Everybody saves for something” we showed that having a cheap food solution means saving for fun purchases.
The idea presented the offer in a real context for the target group and gave McDonald’s a true and meaningful role in people’s lives.

Creative Execution
With the creative execution our challenge was to stand out from the usual, low-price campaigns and raise awareness in a much more relevant way. For this we used the cheeseburger’s iconic wrapping paper to wrap up a lot of cool items in different stores. We partnered up with many stores across the country and turned their shop-windows into unusual touch points by replacing some of their products with our wrapped versions, containing a sign reading “Everyone saves for something. Here is a little help for you”, complemented by the promotional offer.

Results and Effectiveness
The unusual shop-windows attracted the attention of our target group and the news spread quickly. Young people started spreading the images of the wrapped items throughout different social media, spontaneously becoming our brand ambassadors. The results were stunning: in only 4 weeks, 3 million cheeseburgers were sold, a 37% increase compared to the previous promotion.