2014 Winners & Shortlists

The Brief

With only 24 hours in a day, growing work pressures, addictive technology and impossible deadlines, the most important thing that bonds families together is increasingly under threat: Family Time.

Creative Execution

In store, we wanted to showcase the amazing potential of a minute. We gave away One-minute Family Time Coupons to be redeemed the next time there was a minute to spare. Tray mats with one minute family games were served with every meal. We used our packaging to turn each to turn mealtime into family time. And with Happy Meals, we suggested more ways to spend a quality minute at home. On twitter, we tweeted suggestions on how to make the most of minute.

Describe the creative solution to the brief/objective.

As a family restaurant McDonald’s wanted to create more opportunities for families in the region to spend time with each other. The perception today is that family time requires a lot of time. And in a region with a large expat workforce, time was in short supply. We wanted to prove to parents that you don’t need a whole hour or a day to enjoy quality family time. All you need is a minute. Cementing McDonald's as the family restaurant, this year we ran an integrated campaign, highlighting the simple fact that every minute spent with your family counts.

Results

We gained nearly 100,000 new fans in just the period campaign ran. We also recorded a 9% increase in organic reach on Facebook. The Family Time One Minute coupons contributed to over 300,000 minutes of family time. People from across the region embraced the idea and McDonald’s was able to prove one thing: Family time isn’t made up of the big things. It’s made up of little moments that count.