HAPPY ORIGAMI CRANE PROJECT by Beacon Communications Tokyo for McDonald's

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HAPPY ORIGAMI CRANE PROJECT

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Industry Fast food, Charities, Foundations, Volunteers
Media Promo & PR
Market Japan
Agency Beacon Communications Tokyo
Associate Creative Director Tomokatsu Takayama
Account Supervisor Ko Yamura
Strategic Planner Takuro Amada
Released November 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: McDONALD'S JAPAN
Product/Service: CHARITY
Agency: BEACON COMMUNICATIONS
Date of First Appearance: Nov 6 2009 12:00AM
Entrant Company: BEACON COMMUNICATIONS, Tokyo, JAPAN
Associate Creative Director: Tomokatsu Takayama (Beacon Communications k.k.)
Senior Art Director: Tomosuke Furukawa (Beacon Communications k.k.)
Junior Copywriter: Masayuki Tanaka (Beacon Communications k.k.)
Group Account Director: Mark Blears (Beacon Communications k.k.)
Group Creative Director: Hiroshi Oshima (Beacon Communications k.k.)
Account Supervisor: Ko Yamura (Beacon Communications k.k.)
Account Executive: Hiroko Yamaura (Beacon Communications k.k.)
Planning Director: Hiroko Matsuo (Beacon Communications k.k.)
Strategic Planner: Takuro Amada (Beacon Communications k.k.)
Media placement: Origami Cranes - At-Store (Given Out With Every Happy Meal) - 6 November 2009
Media placement: Magazine - an-fan (Japan national) - November issue
Media placement: Radio - Japan National - 20 November 2009
Media placement: TV Program Interview - Sunday Japon - 29 November 2009
Media placement: Giant Artwork Crane - Ronald McDonald House - 20 February 2010
Media placement: TV Film - Ground Wave, Japan - 12 March 2010

Describe the objective of the promotion.
“Ronald McDonald House” is a facility near hospitals where children with intractable diseases can stay with their families. The campaign objective was to increase its awareness and raise more funds. With limited budget and the fact that charity is not deeply rooted in Japanese culture, our challenge was how to move people to action.

Describe how the promotion developed from concept to implementation
Creative Inspiration: When “warm heart” meets Origami Cranes. Inspiration hit us when we were searching for a visible token of “warm heart” relevant to parents and children. Origami cranes are a traditional symbol of “healing” in Japan. There is a famous story of a girl in Hiroshima, who, having survived the after effects of the atomic bomb, folded cranes as a prayer to live longer…

Describe the success of the promotion with both client and consumer including some quantifiable results
Happy Origami Crane Project did not just meet - it exceeded all expectations, increasing donations from McDonald's restaurants and changing attitudes and behavior towards charitable donations. Donations for Ronald McDonald House soared by 82.9% in January 2010. Growth of donations continued to show strength to date, resulting in 71.9% increase for Q1 2010. A total of more than 264,000 cranes were collected by this campaign, which were presented to the 6 Houses on March 2010. Donations submitted to Headquarters by month (Source: McDonald's Japan) year-on-year donation increase Jan. 182.9% Feb. 150.7% Mar. 181.1% Q1 ave. 171.9%

Explain why the method of promotion was most relevant to the product or service
Origami has high relevance to families because it is the parents who teach their children how to fold origami. On the back of each origami is an 'easy-to-tell-children' explanation about a) the Ronald McDonald House and b) to whom the finished origami cranes will be given, i.e. children possibly the same age battling diseases. So as parents teach their children how to fold the origami cranes, they can explain all about Ronald McDonald House and how it helps children who are less fortunate than themselves.