Brand | MCDONALD'S |
Product/Service | BIG TASTY |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Use of Social Platforms |
Idea Creation
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
The Campaign
We created an online competition where our audience stood the chance to win a Big Tasty, but only if they didn’t like, share or comment on our social content. Each time consumers engaged with us, we eliminated them from the competition. We did this by responding directly to our audience, during live sessions and in-between, by replying to their comments with text, short videos, or GIFs.
Creative Execution
A Big Tasty host conducted 6 lives sessions on Instagram and Facebook simultaneously (3 English and 3 Arabic), across 15 social handles in 7 GCC markets. He engaged with consumers, telling them about the unique chance to win a Big Tasty. During the live sessions he showcased the delicious Big Tasty burger. He also mentioned the simple rules of the competition – that viewers would be eliminated if they engaged with any of our content. Whenever consumers engaged he eliminated them in real time, calling them by their name.
Between live sessions, engagement with consumers continued. Through active listening, our community managers replied to comments with text, short videos and GIFs, hyping up the delicious burger prize and eliminating any participants on the spot.
Describe the success of the promotion with both client and consumer including some quantifiable results
Over 53,000 interactions
26.3 million impressions
Over 6 million views
6 X engagement rate benchmark
91% average positive sentiment
+326% engaged users
Best performing McDonald’s campaign in MENA
The new limited edition Big Tasty Wrap sold out in 2 weeks in key markets.
Explain why the method of promotion was most relevant to the product or service
Active listening and responsive community management played a major role to increase engagement. For the first time we engaged with consumers on a level that sparked spontaneous participation and positive ongoing dialogue with the brand. Advertising McDonald’s Big Tasty burger came secondary to the conversations that we were having with our consumers. All content was designed to attract and continuously entertain, taking our work beyond advertising. As a result, consumers started to actively like, share and comment on our content, just so we would call them by their name and engage with them on a one-on-one basis.
Our first insight was that Millennials in the Middle East are the biggest consumers of online content in the world, however they are not readily engaging with branded content. Secondly, young people generally don’t do as they are told. They tend to do the exact opposite.
So our plan was simple: we would create a campaign where we challenge consumers not to engage with us, to see what they would do.
Credits
Bechara Mouzannar |
Leo Burnett |
Chief Creative Officer |
André Nassar |
Leo Burnett Dubai |
Regional Executive Creative Director |
Tariq Ayass |
Leo Burnett Dubai |
Associate Creative Director |
Rodrigo Leal Rodrigues |
Leo Burnett Dubai |
Head of Art |
Anton Marais and Rami Boraie |
Leo Burnett Dubai |
English Copywriter |
Sara Mohamed |
Leo Burnett Dubai |
Arabic Copywriter |
Felipe Menezes and Victor Farias |
Leo Burnett Dubai |
Art Director |
Shereen Mostafa |
Leo Burnett Dubai |
Head of TV Production |
Zeina Daoud |
Leo Burnett Dubai |
Agency Producer |
Tarek El Kady |
McDonald's MEA |
Senior Marketing Director |
Joelle Jammal |
Leo Burnett Dubai |
Regional Communication Director |
Rami Itani |
Leo Burnett Dubai |
Communication Supervisor |
Sally Ballout |
Leo Burnett Dubai |
Planner |
Guido Mercati |
Leo Burnett Dubai |
Regional Digital and Social Media Director |
Tony Kayouka |
Leo Burnett Dubai |
Social Media Director |
Moey Shawash |
Leo Burnett Dubai |
Engagement Planner |
Mai Mostafa |
Leo Burnett Dubai |
Content and Community Manager |
Prodigious |
Prodigious |
Production Company |
Naji Bechara and Nayla Chacra |
Prodigious |
Producer |
Jad Eid |
Prodigious |
Director |
Links
Video URL