Brand | MCDONALD'S |
Product/Service | QUICK SERVICE RESTAURANT |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Use of Digital Media (Including Mobile Devices) |
Entrant Company
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Results and Effectiveness
The campaign received over 15,000 video loops and a 14% increase in followers in 24 hours. Therefore, the videos became a cost efficient way to reach and engage with a millennial audience.
Creative Execution
Because the UAE is the third country in the world to have the highest number of youth percentage, our target audience, on Vine, we wanted to position McNuggets as the ultimate social networking food in todays social world.
By tapping into this natural behavior, we turned the Vine experience into an engaging group activity.
Insights, Strategy and the Idea
McNuggets set out to connect with millennials, where attention is 140 characters & 6 second videos, speaking in memes, emoticons, and hashtags, and where socializing is connecting with over 500 friends or followers.
Our insight revolved around the fact that a box of McNuggets is made for eating and sharing with friends, until the last nugget is left. We know how tough it is to decide who gets the last piece in the box, and our game was a fun way to solve the last McNugget dispute between friends, using the very social networks they use to share.
Credits
Bechara Mouzannar |
Leo Burnett |
Chief Creative Officer |
Andre Nassar |
Leo Burnett |
Regional Executive Creative Director |
Saadi Alkouatli |
Leo Burnett |
Creative Director |
Makarand Patil |
Leo Burnett |
Head Of Art |
Tariq Ayass |
Leo Burnett |
Associate Creative Director |
Shwan Nazar |
Leo Burnett |
Digital Art Director |
Angela Arnout |
Leo Burnett |
Copywriter |
Shwan Nazar |
Leo Burnett |
Illustrator |
Balazs Szabo |
Eegle Interactive |
Motion Graphics |
Mango Jam |
Mango Jam |
Music |
Nour Al Soudani |
Leo Burnett |
Community Manager |
Jad Mouhawej |
Leo Burnett |
Regional Account Director |
Rasha Al Azem |
Leo Burnett |
Associate Regional Communication Director |
Hassan Rifai |
Leo Burnett |
Communication Supervisor |
Nicolas Chidiac |
Leo Burnett |
Head Of Strategy |
Maysoun Hana |
Leo Burnett |
Planner |