KOREANS' BIG MAC SONG! by Starcom Seoul for McDonald's

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KOREANS' BIG MAC SONG!

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Industry Fast food
Media Film, Ambient
Market South Korea
Agency Starcom Seoul
Copywriter Byounghee Kang
Creative Timothy Paradise
Account Supervisor Hyeyoon Choi
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Localised Campaign Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Localised Campaign
Advertiser: McDONALD'S
Product/Service: BIG MAC
Agency: STARCOM MEDIAVEST GROUP Seoul, SOUTH KOREA
Advertiser McDONALD'S
Product BIG MAC
Entrant STARCOM MEDIAVEST GROUP Seoul, SOUTH KOREA
Type of Entry: Use of Media
Category: Best Localised Campaign
Title: KOREANS' BIG MAC SONG!
Advertiser/Client: McDONALD'S
Product/Service: BIG MAC
Entrant Company: STARCOM MEDIAVEST GROUP Seoul, SOUTH KOREA
DM/Advertising Agency: LEO BURNETT KOREA Seoul, SOUTH KOREA
Media Agency: STARCOM MEDIAVEST GROUP Seoul, SOUTH KOREA

Group Director - Strategy And Digital: Brian Chan (Starcom)
Group Account Director: Vanessa Carr (Leo Burnett)
Senior Media Planner: Eugene Chun (Starcom)
Digital Manager: Yungjin Ro (Starcom)
Media Manager: Jisun Shin (Starcom)
Media Manager: Dongkyoo Kim (Starcom)
Copywriter: Byounghee Kang (Leo Burnett)
Creative: Timothy Paradise (Tribal DDB)
Account Supervisor: Hyeyoon Choi (Leo Burnett)
Digital Planner: Chung Tong (Tribal DDB)



Results


We actually gave Koreans the inspiration and courage to show their performances to everyone! Big Mac Song achieved pop-culture status! In just one month, we far surpassed the results of any previous UGC campaign in Korea.
- 13,000+ video entries (vs. previous high: 1,030)
- 5,000,000+ YouTube views (previous brand channel high: 1m, past year)
- Time spent on site equated to 4+ years!

We proved that meaningful brand experiences can triumph over discounting!
- Big Macs sold exceeded target +28%



Creative Execution


In a campaign led and developed by the media agency, we inspired consumers to star in their own 15 second commercials - the chance to be a star! First, we turned the chant into a Korean jingle. Then we invited Koreans to “Sing the Big Mac Song and Be On TV!” by uploading their video performance to the campaign website.

And, for our ‘community stage’ - we showed their performances in every single piece of our advertising! Not only on TV, but in online video units, mobile, and outdoor LED boards - all showcasing different, ordinary Koreans, singing their Big Mac love! And to a national audience!

We also integrated in-store resources, including cashiers who handed out cards with each order, containing the song lyrics and URL to learn more about entering. QR codes were printed on our traymats to give consumers convenient mobile access to our site.




The Big Mac became a hit in America with help from the original ‘Big Mac Chant’ commercial from 1974, featuring actors reciting the burger’s ingredients.

In Korea, the Big Mac was no longer new and exciting. The brand entered a pricing war with competitors. We needed to stimulate consumption without relying on coupons. We saw an opportunity to leverage the classic McDonald’s commercial and adapt into an exciting brand experience for Koreans.

Since we had to change peoples’ attitudes about the burger, we thought, why not have consumers do the talking in our advertising? Or rather, in a country full of avid singers singing!

But Koreans are shy about having their faces broadcast publicly, making user-generated-content under-developed. We realised that people are more comfortable performing as a group, rather than alone. So, we turned all of our paid media into a community stage for Karaoke singers!