2018 Winners & Shortlists


Product/ServiceBIG TASTY
CategoryUse of Social Platforms

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.


Name Company Role
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
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