DREAMING IN MONO by Perfect Fools for McDonald's

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DREAMING IN MONO

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Industry Fast food
Media Promo & PR, Case study
Market Sweden
Agency Perfect Fools
Executive Creative Director Tony Högqvist
Art Director Martin Samuelsson, Erik Wikholm, John Wolst
Copywriter Marcus Evertsson
Producer Jonas Stenqvist
Released January 2010

Credits & Description

Category: Best Localisation Campaign
Advertiser: McDONALD'S NORDIC
Product/Service: McDONALD'S RESTAURANTS
Agency: PERFECT FOOLS
Date of First Appearance: Jan 22 2010 12:00AM
Entrant Company: PERFECT FOOLS, Stockholm, SWEDEN
Entry URL: http://www.dreaminginmono.com/
Executive Creative Director: Tony Högqvist (Perfect Fools)
Technical Director: Fredrik Stutterheim (Perfect Fools)
Copywriter: Marcus Evertsson (Perfect Fools)
Art Director: John Wolst (Perfect Fools)
Art Director: Martin Samuelsson (Perfect Fools)
Art Director: Erik Wikholm (Perfect Fools)
Programmer: Stefan Lagergren (Perfect Fools)
Programmer: Rickard Skogtoft (Perfect Fools)
Producer: Jonas Stenqvist (Perfect Fools)
Account Lead: Patrick Gardner (Perfect Fools)
Executive Producers: Fredrik Heghammar (Perfect Fools)
Executive Producers: Lukas Wojarski (Happy Fiction)
Director/Manuscript: Jens Jonsson
Costume: Åsa Boström
Photography: Martin Nisser
Music: Martin Landqvist
Line Producer: Eiffel Mattsson
Editing: Lars Gustafson
Scenography: Mårten Eriksson
Make-Up: Mimmi Harms-Oredsson
Media placement: TV Film Campaign – 7 Episodes - Nordic Television Channels - 22 January 2010
Media placement: Web Hub - Http://www.dreaminginmono.com - 22 January 2010
Media placement: Instore Advertising - McDonald's Restaurants - 22 January 2010
Media placement: Film - 7 Episodes - Xbox Live - 22 January 2010
Media placement: Social Media - Facebook, Twitter Etc. - 22 January 2010
Media placement: IPhone App - iTunes Store - 22 January 2010

Results and Effectiveness
Dreaming in Mono more than fulfilled its mission as an experiment in innovative marketing strategies. It pushed the standard media/production balance from 80/20 to 35/65, but was one of Scandinavia’s most talked-about recent marketing initiatives, provoking widespread discussion in online forums. Research shows 10% of reactions were negative, 15% neutral and 76% positive. Mono has had 1.5 million episode views to date, while exclusives with individual TV stations provided huge audience potential and delivered almost 7 times more ratings value than the price paid. It earned significant mainstream press, and spread from its Nordic target area around the world.

Creative Execution

The films ran in 8-minute episodes during regular programming on networks across the region as well as the Web and Xbox Live. The films integrated with a diverse collection of further elements including a rich hub site, iPhone application, McDate tool, games, “milkshake flashmob”, pop songs released on Spotify, remixes, a music video, and more. Only by experiencing the range of pieces in their own specific channels could the audience tap the full Dreaming in Mono story. McDonald’s 465 restaurants and 40,000-strong staff were also activated through merchandising, films, crew ski tags, exclusive crew site and competitions, all casting the crew as ambassadors via their own social networks. And real-time PR war-room was set up to seed, spread, react and even drive additional content launched with later episodes.

Insights, Strategy & the Idea
Challenge static brand perceptions and deliver on McDonald’s Nordic’s vision of a ’progressive and contemporary burger company´, global brand promise of ‘Simple Easy Enjoyment’ and global brand personality of ‘Forever Young’. Improve emotional brand connection and engagement with Young Adult customers. Experiment with new marketing techniques to reach the target audience and apply learnings. Dreaming in Mono celebrates Scandinavia’s passion for winter sports and gives a nod to ancient rivalries between Danes, Finns, Norwegians and Swedes. It reflects McDonald’s role as the region’s largest host of customers, focusing on McDonald’s guests and their dreams, rather than the brand or its products. Dreaming in Mono is one of the first truly transmedia advertising efforts, where there was absolutely no pre-existing content to start from. It’s an attempt to say advertising doesn’t just have to interrupt the content people are enjoying. It can be the content they’re enjoying.