Alarm Clocks by DDB Warsaw for McDonald's

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Alarm Clocks

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Industry Fast food
Media Radio, Case study
Market Poland
Agency DDB Warsaw
Creative Director Maciej Waligóra, Zuzanna Duchniewska-Sobczak - Ddb Warsaw
Art Director Maciek Twardowski
Copywriter Michal Desowski
Account Supervisor Nazar Al-Khouri
Strategic Planner Kamila Bilska, Stanislaw Kijowski
Released May 2012

Awards

London International Awards 2012
Radio Innovative Use of Radio Silver Winner

Credits & Description

Advertiser: McDONALD'S POLAND
Agency: DDB WARSAW
Category: Best Use of Audio
Head Of Creative Solutions: Kasia Seyfried (DDB Warsaw)
Chef Creative Director: Marcin Mroszczak (DDB Warsaw)
Copywriter: Michal Desowski (DDB Warsaw)
Account Supervisor: Nazar Al-Khouri (DDB Warsaw)
Strategic Planner: Kamila Bilska (DDB Warsaw)
Creative Director: Maciej Waligora (DDB Warsaw)
Art Director: Maciek Twardowski (DDB Warsaw)
Account Manager: Anna Polka (DDB Warsaw)
Director/Sound Design: Kuba Pietrzak (Box)
Strategic Planner: Stanislaw Kijowski (DDB Warsaw)
Creative Director: Zuzanna Duchniewska - Sobczak (DDB Warsaw)

Effectiveness
We proved that the radio broadcast is no longer an archaic media channel with rusty lineup. We wanted to break out radio routine and to surprised listeners with McDonald’s breakfast commercial. All we needed were simple idea and big amount of human endeavor. We did what from a very basic premise Media Agencies do – we discovered new way of radio usage. But it was worth it. It turned out that commercial was in line with target lifestyle. „Alarm clocks“ improved variety perception of breakfast at McDonald’s and turn the listeners into good mood from the early morning.

Execution
In the morning people usually set their alarm clocks to on the hour or half past. A lot of them choose radio stations instead of regular alarm clock tones to wake them up. That is why we broadcast our radio spots at 7:00. 7:30 and 8:00 o’clock sharp, postponing the news that is always broadcast at these hours. We had paid attention to detail. We had even set the jingle starting the commercial break to play a few seconds before the full hour and half past the hour. This way when the radio alarm clocks went off people could hear a commercial that sounded like an alarm. Each commercial consisted of words describing products and services available in the morning at McDonald’s; reinforcing the idea that nothing wakes you up like Breakfast at McDonald’s.

Strategy
Breakfast at McDonald’s is served daily from 6:30 till 10:30 and on weekdays till 11:00. Everybody knows that a good day depends on a good morning. We wanted to create communication, which would build a positive link, a positive connotation between start of the day and McDonald’s.