WALLET by Leo Burnett Manila for McDonald's

WALLET

Pin to Collection
Add a note
Industry Fast food
Media Promo & PR, Case study
Market Philippines
Agency Leo Burnett Manila
Creative Director Alvin Tecson
Art Director Mela Advincula, Steph Mangalindan
Copywriter Cey Enriquez
Released January 2011

Credits & Description

Category: Best Use of Print
Advertiser: McDONALD'S
Product/Service: COUPON
Agency: LEO BURNETT MANILA
Date of First Appearance: Jan 3 2011
Entrant Company: LEO BURNETT MANILA, Makati City, THE PHILIPPINES
Executive Creative Director/Copywriter: Raoul Panes (Leo Burnett Manila)
Creative Director: Alvin Tecson (Leo Burnett Manila)
Copywriter: Cey Enriquez (Leo Burnet Manila)
Art Director: Mela Advincula/Steph Mangalindan (Leo Burnett Manila)
Account Manager: Sue Ann Nolido/Maik Alturas/Tria Sordan (Leo Burnett Manila)
Final Artist: George Francisco (Leo Burnett Manila)
Media placement: Newspaper - Philippine Daily Inquirer - January 3, 2011

Insights, Strategy & the Idea
McDonald's was launching a couponing campaign for the New Year. They wanted to reach as many people as possible. People who are recovering from holiday spending sprees.

Creative Execution
We went beyond the traditional practice of handing out coupons in the streets and stores. We stuck what looks like a real wallet, devoid of cash, in the country's top broadsheets. What saves the day for the reader are the McDonald's coupons left inside.

Results and Effectiveness
Coupon distribution drastically increased. As a result, guest count in McDonald's stores rose by 14.39% versus the last couponing effort (same month of the previous year). This was unprecedented in the history of McDonald's couponing in the country.