MCDONALD'S 1955 BURGER #THROWBACK
Brand | MCDONALD'S |
Product/Service | 1955 BURGER |
Entrant | UM MENA Dubai, UNITED ARAB EMIRATES |
Category | Use of Print |
Advertising Agency
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FP7/DXB Dubai, UNITED ARAB EMIRATES
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Media Agency
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UM MENA Dubai, UNITED ARAB EMIRATES
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Entrant Company
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UM MENA Dubai, UNITED ARAB EMIRATES
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Brief Explanation
In 2015, to celebrate its 60th worldwide anniversary, McDonald’s UAE set out to introduce its very first burger – the iconic 1955 Burger – for people in the UAE. They wanted to give their fans a taste of what it was like in the 1950’s. And they needed to make nostalgia around McDonald’s 60th anniversary cool and interesting for people to care, and as a result, share.
To give McDonald’s customers a taste of this, we integrated newspapers and social media with a 50s look and feel and ensured it reached them with the same flair and pop of the 50’s
Results and Effectiveness
Impact on the business
- Sales increased by 88% in 15 key stores on launch day of the Twitter Throwback Party.
- Ultimately, the 1955 Burger was sold out.
- Footfall increased by 5% during this term with 8% increase in deliveries resulting in 8% increase in revenue.
Brand’s Social currency Impact
- 1.2 million impressions via Twitter and 15,000 engagements.
- Mentions of McDonald’s Arabia increased by 71%
- #Throwback trended in the UAE on May 14th – the day of the first tweet and brands’ interactions and as a result, McDonald’s Arabia owned the famous #Throwback in the UAE.
Creative Execution
We reserved a fabricated cover page with a top English newspaper, to take them down memory lane back to the 50’s. On the morning of May 05, readers were greeted with headlines from 1955 instead of 2015; we also included an advertisement with a look and feel from the 1950’s.
To further enhance this execution we tweeted this with the ‘’#throwback’’. Leading brands who have been around since the 50’s Coca – Cola, Ford, Sony and Rainbow also joined in the twitter conversation.
Outdoor and 1955 retail experiences at McDonald’ s were executed supported by radio spots
Insights, Strategy and the Idea
McDonald's loyal consumer’s age usually varies from 15 to 35 young adults seeking an exceptional experience and are always looking forward for a new taste that the restaurant offers. Keeping that in mind, McDonald’s took them back in time to try the 1955 Burger.
We choose one of the top English newspapers in UAE to carry out the execution in 50s format plus sparked conversations on social media, the strongest social communication channel consumers use, which resulted in millions of impressions and thousands of mentions, using the hashtag ‘’#throwback’’, multinational brands also joined in to celebrate the 1955 launch.
Credits
Irfan Ibrahim |
Um Mena |
Business Director |
Rami Eid |
Um Mena |
Media Manager |
Noor Ali |
Um Mena |
Media Executive |
Deepa Chettur |
Um Mena |
Media Operations Supervisor |
Joe Zoghbi |
FP7/DXB |
Account Director |
Maya Kaabour |
FP7/DXB |
Account Executive |
Tarek Ali Ahmad |
FP7/DXB |
General Manager- Business Unit |
Tahaab Rais |
FP7/DXB |
Regional Head of Strategic Planning |
Mohtab Arabiat |
FP7/DXB |
Social Media Director |
Sameer Islam |
FP7/DXB |
Senior Strategic Planner |
Paul Banham |
FP7/DXB |
Executive Creative Director |
Erol Salcinovic |
FP7/DXB |
Design Director |