McDonald's Promo, Case study HAPPY SPARROWS by Leo Burnett Mumbai

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Industry Fast food
Media Promo & PR, Case study
Market India
Agency Leo Burnett Mumbai
Director Karthik Bhatt
Executive Creative Director Nitesh Tiwari
Creative Director Vikram Pandey, Payal Juthani
Art Director Brijesh Parmar
Designer Nadine Pereira
Photographer Sharad Khayaali
Released February 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: McDONALD'S
Product/Service: HAPPY MEAL
Chief Creative Officer: Kv Sridhar (Leo Burnett)
Executive Creative Director: Nitesh Tiwari (Leo Burnett)
Creative Director: Vikram Pandey (Leo Burnett)
Creative Director: Payal Juthani (Leo Burnett)
Art Director: Brijesh Parmar (Leo Burnett)
Designer: Nadine Pereira (Leo Burnett)
Animator: Krishna Kedar
Photographer: Sharad Khayaali (Amol Jhadav Photography)
Director: Karthik Bhatt (Opticus films)
Media placement: Packaging - McDonald's Stores Across Mumbai - 20/03/2012
Media placement: Ronald McDoanld Society Activation - Mumbai - 20/03/2012
Media placement: Poster and other In-store Elements - McDonald's Stores Across Mumbai - 20/03/2012

Insights, Strategy & the Idea
While ‘Happiness in a box’ has been the core positioning for McDonald’s Happy Meal, over last few years it’s perception has reduced to a meal with a toy.
The objective was to put ‘Happiness’ back into the McDonald’s Happy Meal and be seen by kids (primary TG) and parents (secondary TG) as a fun, socially responsible brand.
We came across a problem: thousands of Sparrows that used to habitat the city just seems to have gone away. The reason for their gradual migration was reduced green spaces in the cities leading to lack of food and shelter.
We came up with an idea – Happy Sparrows. To keep the Sparrows from deserting the city, we motivated kids to provide food and shelter for the bird. The resemblance of the McDonald’s Happy Meal box with a Sparrow house helped us place the brand in the centre of the entire experience.

Creative Execution
We started by making few alteration to the existing McDonald’s Happy Meal box. Thicker material, few perforations and holes for mounting, transformed our regular Happy Meal box into a make-it-yourself, weather-proof Sparrow house.
We replaced the existing pack with the new one and used kid’s favourite Ronald McDonald to create buzz for the ‘Happy Sparrows’ project.
Ronald conducted various society programs to sensitize parents and kids to the Sparrow problem. He then went on to introduce the special edition ‘Happy Sparrow’ Happy Meal box and showed the kids how it could be easily turned into a Sparrow house. We further promoted the initiative with the help of in-store communication.
A small booklet and a small pack of seeds were given away with every pack. The booklet served as a step by step guide for kids to make Sparrow house, put it up at various places and maintain it.

Results and Effectiveness
In a month long promotion, a total number of 120,000 Happy Sparrow boxes were sold at various McDonald’s stores across Mumbai. This resulted into more than 100,000 new homes for the disappearing bird. Initial figures showed a slight rise in the number of Sparrows in the city.
‘Happy Sparrow’ created talkability for the brand on social media and generated PR worth millions of rupees. But more importantly it changed the perception of Happy Meal from being just a meal with a toy to an endearing experience.