2014 Winners & Shortlists

Results and Effectiveness

We gained nearly 100,000 new fans in just the period campaign ran. We also recorded a 9% increase in organic reach on Facebook. 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.

Creative Execution

We started on TV, giving the 60-second commercial a whole new spin and giving 60 seconds with family a whole new meaning. In store, we continued 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. 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. Even airtime became family time on radio through game show themed spots that encouraged family members to quiz each other. On twitter, we tweeted suggestions on how to make the most of minute.

Insights, Strategy and the Idea

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. With so many things fighting for our time, we decided to turn downtime into family time.