Brand | McDONALD'S |
Product/Service | McDONALD'S |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | CORPORATE IMAGE & INFORMATION |
Entrant Company
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LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
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LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
The Brief
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 TV's. A day dedicated to reconnecting with family - September 28. A Day Offline.
Describe how the promotion developed from concept to 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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
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. With our shared stories, articles and original content, social platforms like Facebook and Twitter proved to be the ideal vehicle with which to start educating families and raising awareness of the cause.
Credits
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 |