2014 Winners & Shortlists

The Brief

As a family restaurant, McDonald's wanted to create more opportunities for families to spend with each other.

Describe how the promotion developed from concept to implementation

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. And to demonstrate the amazing potential of a minute, we created the ‘One Minute Family Time Coupons’ - a little booklet given away at the restaurant to families. These 60 thoughtful, partly personalised coupons came without expiry dates and could be redeemed by kids from their parents anytime there was a minute to spare.

Describe the success of the promotion with both client and consumer including some quantifiable results

Every booklet provided 60 minutes or quite simply an hour of family time. And with over 5000 booklets distributed across our restaurants we contributed to over 300000 minutes of priceless family time. An idea that proved a simple human truth: A family isn’t made up of big things. It’s made up of little moments that count.

Explain why the method of promotion was most relevant to the product or service

These days, time is a currency when it comes to modern families. In fact, it’s hard for kids to even get a minute from their parents. By distributing ‘One Minute Family Coupons’ to families at the restaurant, we gave kids an interactive, low cost, measurable and thoughtful tool to redeem a minute from their parents anytime they wished. The kids could fill in the time, place and date as well as use the stickers provided to validate the redemption, turning these coupons into timeless souvenirs of the wonderful moments they spent with their parents.