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.
Creative Execution
As a family restaurant, we wanted to position McDonald's as an enabler of family time by creating moments and opportunities for families to genuinely connect. The first step towards achieving this was to educate families on the importance of uninterrupted family time. The Phone Vault was a simple yet relevant way to do so in a fun, lighthearted way.
Describe the creative solution to the brief/objective.
Leading up to the day and on the day itself, we handed out 250,000 phone vaults to lock away mobile phones for the day. Children took up the challenge against their parents and defiantly placed their parents' mobiles in the pouches as a statement that they wanted the full attention of their parents. The Phone Vaults served as a physical reminder for families as the day approached.
Results
250,000 phone vaults were given out and interacted with.