PLAY TO WIN by DDB Singapore, OMD Singapore for McDonald's

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PLAY TO WIN

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Industry Fast food
Media Promo & PR
Market Singapore
Agency DDB Singapore
Agency OMD Singapore
Released October 2009

Credits & Description

Category: Best Use of Games, including Sweepstakes, Contests & Prize Draws
Advertiser: McDONALD'S
Product/Service: MONOPOLY
Agency: OMD SINGAPORE
Agency: DDB SINGAPORE
Date of First Appearance: Oct 22 2009 12:00AM
Entrant Company: OMD SINGAPORE, SINGAPORE
Entry URL: http://www.mcdwin.com/
Marketing Director: Agatha Yap (McDonald's Restaurants)
Marketing Manager: Eva Lim (McDonald's Restaurants)
Strategic Planning Director: Anita Yeong (OMD Singapore)
Media Manager: Summer Choo (OMD Singapore)
Group Account Director: Cindy Poh (DDB Group Singapore)
Vice President - Marketing & Communications: Shirley Claire Foenander (McDonald's Restaurants)
Senior Account Manager: Yap Yih Cheng (DDB Group Singapore)
Media placement: Terrestrial TV - MediaCorp Channel 5,8,U - 22 Oct 2009
Media placement: Starhub Cable - Discovery, National Geographic, Discovery Travel And Living, Animal Planet, AXN - 22 Oct 2009
Media placement: Press - Straits Times, Lianhe Zaobao,ShinMin, My Paper, Today, Berita Harian, The New Pa - 22 Oct 2009
Media placement: Outdoor - JCDecaux - 22 Oct 2009
Media placement: Search - Google, Yahoo - 22 Oct 2009

Describe the objective of the promotion.
Times were tough, eating out was considered an unnecessary indulgence. McDonald’s injected more fun, buzz and raised the ‘value-add’ bar to a new high on their menu. Insights: 1. Singaporeans love fastfood and gaming; faithful Toto (Singapore’s equivalent of Lotto) buyer, avid scratch-card player, those who want a bit of harmless gaming fun. 2. Property obsession and trading is uniquely Singaporean. Goal (1): Gaining a 10% incremental sales versus 2008 in the same period window. Goal (2): Drive traffic to game site www.mcdwin.com.sg, create online buzz on campaign. Goal (3): Drive sales for meal sets by 30% during campaign month.

Describe how the promotion developed from concept to implementation
McDonald’s collaborated with Monopoly, all-time favourite boardgame, to set the gaming mood ablaze! Property game labels become the NEW Trading Social Currency… forget brick and mortar houses. Hyping up trading, game tables were distributed via National dailies’, take-ones and restaurant tray mats. This induced purchase of meals for ‘property’ collection. Online buzz on trading and players projecting winning odds spread went wild! Consumers were tracking winners and trading like the stock market. Adding realism to our game, ambient placement of game piece posters matching actual locations scattered round the island. Walking into McDonald’s was akin to playing live Monopoly.

Describe the success of the promotion with both client and consumer including some quantifiable results
Goal (1): • Incremental sales of >12% in 2009 versus the same campaign period window in 2008. Goal (2): • McDonald’s Monopoly Website (www.mcdwin.com) garnered 1,959,304 page views with average time spent on website was 4.56 minutes and 73% registered as new visitors. Online buzz on McDonald’s increased 41% comparing same period year on year and favourable index also increased by 6%. Goal (3): • Whopping >70% increase of number of Extra Value Meal sold during the campaign period. Source: McDonald’s sales data and Agency propriety research. This campaign has given consumers new interest in McDonald’s and increased brand saliency.

Explain why the method of promotion was most relevant to the product or service
Insights: 1. Singaporeans are big on fastfood and gaming; the faithful Toto (Singapore’s equivalent of Lotto) buyer, avid scratch-card player, lucky draw punter, the one who wants a bit of harmless gaming fun. 2. Property obsession is uniquely Singaporean. Trading property is hot! Putting together the two big Loves of SIngaporeans and igniting it via Social currency trading gave consumers easy to win in the tough times - Play to Win!