2013 Winners & Shortlists

A DAY OFFLINE

Short List
BrandMCDONALD'S
Product/ServiceMcDONALD'S
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
Entrant Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Advertising Agency LEO BURNETT DUBAI, UNITED ARAB EMIRATES

The Campaign

McDonald’s is and always has been a family restaurant. In order to connect with families beyond just food we wanted to bring the importance of uninterrupted family time to the forefront and create real opportunities for families to spend quality time together. So, we created a day. One day without mobiles, emails or TVs. A day dedicated to reconnecting with family – September 28. A Day Offline.

Success of the Campaign

Research showed 660,000 participated on the day. Of those who participated: • 20% were more likely to think that McDonald’s cares about families. • 17% were more likely to trust McDonald’s. • 95% claimed it helped them understand that family time should be uninterrupted. • 85% claimed it helped them understand that technology can interrupt quality family time. • 80% claimed they were more willing to separate from technology when with family. • 87% claimed they were more willing to ignore their phone at the dinner table. Additionally, PR coverage in 50+ blogs and 85 published articles extended awareness beyond the 1.79 million reached through Facebook.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

A month prior to the day, we started a conversation on our Facebook blog, highlighting the issue daily with content posted by leading authorities, including psychologists, teachers, and sociologists. People could share the content, suggest things to do on the day using our word cloud, and wear a Twibbon to show their support. As our print presence grew, bloggers fueled the growing debate online. On the day itself, we went into digital silence and handed out 250,000 phone vaults to lock away mobile phones for the day. Suggestions from the word cloud were converted into regional in-mall and in-store activities.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Chief Creative Officer
Peter Bidenko Leo Burnett Regional Executive Creative Director
Marwan Chahine Leo Burnett Creative Director
Jad Mouhawej Leo Burnett Regional Account Director
Rasha Alazem Leo Burnett Account Director
Mohammad Halabi Leo Burnett Head Of Arabic
Tariq Ayass Leo Burnett Senior Art Director
Maha Khawaja Leo Burnett Copywriter
Rania Badawi Leo Burnett Arabic Copywriter
Ali Marashi Leo Burnett Planner
Nicolas Chidiac Leo Burnett Head of Strategy