The Record Re-Calculator by DDB Stockholm for McDonald's

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The Record Re-Calculator

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Industry Fast food
Media Film, Digital, Interactive & Mobile
Market Sweden
Agency DDB Stockholm
Creative Director Magnus Jakobsson, Fredrik Simonsson
Art Director Emmeli Österdahl
Copywriter Daniel Vaccino, Christian Bye
Illustrator Jonas Rathsman
Print Production Manager Anna Hellenberg
Released May 2012

Awards

FAB Awards 2013
Mobile Sponsorship FAB Award

Credits & Description

Advertiser: McDONALD'S SWEDEN
Agency: DDB STOCKHOLM
Category: Retail & E-Commerce, including Restaurants
Advertising campaign: THE RECORD RE-CALCULATOR
Digital Production Agency: (Sparkling Zoo)
Developer: Alexander Ekman (DDB Stockholm)
Creative Director: Fredrik Simonsson (DDB Stockholm)
Music Production Agency: (Redpipe)
Account Manager: Anna Svensson (DDB Stockholm)
Planner: Jessica Morales (DDB Stockholm)
Web Director: Johan Lilja (DDB Stockholm)
Illustrator: Jonas Rathsman (Darling Management)
Copywriter: Christian Bye (DDB Stockholm)
Motion Graphics: Eskil Lundberg (DDB Stockholm)
Account Manager: Kim Liedberg (DDB Stockholm)
Creative Director: Magnus Jakobsson (DDB Stockholm)
Account Director: Malin Careliusen (DDB Stockholm)
Graphic Designer: Matilda Jacobsson (DDB Stockholm)
Graphic Designer: Peder Bergstrand (DDB Stockholm)
Print Production Manager: Anna Hellenberg (DDB Stockholm)
Copywriter: Daniel Vaccino (DDB Stockholm)
Web Producer: Maria Kovac (DDB Stockholm)
Business Director: Cecilia Falk (DDB Stockholm)
Art Director: Emmeli Österdahl (DDB Stockholm)
Developer: Rickard Berggren (DDB Stockholm)

Execution
With the Record Re-calculator we merged the creative concept, getting kids closer to the Olympics, with appreciated technology and presented it in a way that not only promoted the ideals of the Olympic Games, but also the core values of the McDonald's brand. The target group, families, have relatively little time on their hands, the kids want to have some fun, and the parents like it when they see that their kids have a great time. With the Record Re-calculator we checked off all of these boxes, making it a great fit with the McDonald's brand.

Client Brief Or Objective
Children have one thing in common: the desire to play. And research shows that play is fundamental to children's well being. As a sponsor of the London 2012 Olympics McDonald's saw an opportunity of leveraging their long term commitment of champion generations of healthier and happier children. Key objective was to improve the perception of the McDonald's brand and food among consumers, especially families, and also get them to engage with the McDonald's brand in a meaningful way. The target audience was 4-10 year-olds, through their parents, mainly existing customers that already had a connection with McDonald's.

Implementation
The Olympic Games are for adults so a child can never compete against the results. But what if we take into consideration the child's physical conditions? Could he or she then become equivalent to a real world champion? We created an application that takes world records from classic track and field events and transforms them to a new individual record for kids to beat: the Record Re-calculator. Now we had two thing: a smart app that appeals to the target group, as well as a tool for letting kids show their strength on an individual level.

Outcome
The Record Re-calculator had over 25,000 downloads on iPhone, Android and iPad, 140% over the KPI. And even though this was great, the most amazing thing was the average time spent in the app: over 8 minutes, 8 times higher than expected. This tells us something about the great interactiveness of the app, how well it related to the target group and of the overall finish of the app. The campaign also beat important brand image KPI:s in tracking such as 'a place adults enjoy', 'a place children enjoy' and 'has food I feel good about eating'.