McDonald's Promo WRAPPED CAMPAIGN by Leo Burnett Jakarta

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WRAPPED CAMPAIGN

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Industry Fast food
Media Promo & PR
Market Indonesia
Agency Leo Burnett Jakarta
Executive Creative Director Brian Capel
Creative Director Leonardus Bramantya, Glenn Alexander
Art Director Yogi Pasca Pradana
Copywriter Renaldy Arief
Producer Eva Ayu Karina
Released October 2010

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: McDONALD'S
Product/Service: CORPORATE
Agency: LEO BURNETT KREASINDO
Date of First Appearance: Oct 9 2010
Entrant Company: LEO BURNETT KREASINDO, Jakarta, INDONESIA
Executive Creative Director: Brian Charles Capel (Leo Burnett Kreasindo)
Creative Director: Glenn Alexander (Ex. Leo Burnett Kreasindo)
Creative Director: Leonardus Bramantya (Leo Burnett Kreasindo)
Art Director: Yogi Pasca Pradana (Leo Burnett Kreasindo)
Copywriter: Renaldy Arief (Leo Burnett Kreasindo)
Executive Producer: Budiarto (Leo Burnett Kreasindo)
Producer: Eva Ayu Karina (Leo Burnett Kreasindo)
Account Director: Edwina (Leo Burnett Kreasindo)
Account Executive: Maria Rachmawati (Ex. Leo Burnett Kreasindo)
Media placement: TVC Big Mac - RCTI - 10 February 2010
Media placement: TVC Menu Mantap - RCTI - 2 May 2010
Media placement: TVC Menu Mantap Wrapped - Indovision - 5 June 2010
Media placement: Wrapped Pylon - In Store - 11 August 2010
Media placement: Menuboard/Translate - In Store - 11 August 2010

Describe the objective of the promotion.
Create a campaign for the month of Ramadhan that demonstrates cultural understanding and to bridge the relationship gap between McDonald’s, which is still seen as a foreign brand with our Muslim customers.

Describe how the promotion developed from concept to implementation.
Food commercials were aired before Ramadhan began, and during the fast, the exact commercials were re-run, this time wrapped in McDonald’s wrappers to avoid craving.

In-store on the menu board, when people broke fast, the images of food were unwrapped.

The McDonald’s iconic pylon was wrapped during fasting hours to get attention from passersby.

Explain why the method of promotion was most relevant to the product or service.
A compelling insight that is uniquely Indonesian. With over 200 million Muslims, Indonesia is the world’s most populous Muslim nation.
During the fasting month of Ramadhan, restaurants and food outlets cover their windows from dusk to dawn to avoid temptation beyond endurance.

Describe the success of the promotion with both client and consumer including some quantifiable results.
This campaign functions as a corporate campaign in Indonesia to bridge the gap between Muslims and a foreign brand like McDonald’s, and the month of Ramadhan is the perfect way to start the conversation and to be part of their lives. The business results will be seen throughout the year till the next Ramadhan.