BOOK HAPPY MEAL by DDB Stockholm, Prime for McDonald's

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BOOK HAPPY MEAL

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Industry Fast food
Media Promo & PR, Case study
Market Sweden
Agency DDB Stockholm
Creative Director Tom Beckman Prime
Copywriter Ola Granfeldt, Karin Schollin
Agency Prime
Released September 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: McDONALD'S
Product/Service: HAPPY MEAL
Agency: PRIME PR
Agency: DDB STOCKHOLM
Date of First Appearance: Sep 22 2009 12:00AM
Entrant Company: PRIME PR, Stockholm, SWEDEN
Entry URL: http://www.birthdevelopment.se/clients/mcdonalds/sagogeneratorn/
Client/Project Manager: Carolina Wendels (McDonald's Sweden)
Creative Director: Tom Beckman (Prime PR)
Project Manager: Hanna Nordh (Prime PR)
Copywriter: Karin Schollin (Prime PR)
Copywriter: Ola Granfeldt (Prime PR)
Project Manager/Advertising: Johan Östlund (DDB)
Creative Producer: Patrik Sundberg (Birth)
Media placement: The Fairytale Generator - www.mama.nu - 22/09/2009
Media placement: Julia Dufvenius From The Royal Theatre Reads The Story Out Aloud - various - 10/11/2009

Results and Effectiveness
Besides the Queen of Sweden promoting Book Happy Meal in national TV, the PR-campaign had a reach of over 10 million. The fairytale generator was exposed to over 73,000 visitors per week and over 2,000 parents competed with their story. The impact on blogs was massive, Book Happy Meal and the fairytale generator was named in at least 120 blogs. 920,000 books were distributed, which meant a 26 percent increase in the publishing of children’s books in Sweden. Book Happy Meal became the most sold Happy Meal in 2009 and will be used in a number of countries from now on.

Creative Execution
The concept: “Don’t you have any good stories?” became a tribute to all bad stories that children have to put up with and was expressed by an integrated campaign that included online and offline PR, ads and through McDonald’s own channels. The heart of the campaign was the online fairytale generator where parents could fill in a number of words which were generated into their own weird story. Whoever wanted the chance of winning 36 children’s books could compete with their story and also spread the fairytale generator by telling friends and acquaintances via Facebook, Twitter, e-mail or placing a badge on their blog. In this way we created engagement in the target group and involved them to spread the fairytale generator and Book Happy Meal through their networks. At the end of the campaign, the winning story was read aloud by an actress from the Swedish Royal Theatre.

Insights, Strategy & the Idea
When it became clear that fewer parents read aloud to their children, Swedish McDonald’s and the organisation The Reading Movement decided to reverse the trend. The concept was to give away children’s books from the best authors and illustrators as part of a Happy Meal. But all campaigns need to demonstrate its worth in sufficient sales figures and this time we had no popular movie to help us bring attention to the Happy Meal. The communication strategy was built upon an insight that Sweden consists of millions of bad storytellers. All children love when their parents tell stories, but a good story is hard to ad-lib. This is a small but common everyday problem recognised by most parents. The idea was to raise awareness among parents that children have to put up with a lot of bad stories and remind all bad storytellers that a solution was to be found in Book Happy Meal.