2020/2021 Winners & Shortlists

WHO DID IT FIRST?

Silver Lynx

Case Film

Presentation Image

BrandMCDONALD KSA
Product/ServiceFAST FOOD CHAIN
EntrantLEO BURNETT Riyadh, SAUDI ARABIA
CategoryReal-time Response
Idea Creation LEO BURNETT Riyadh, SAUDI ARABIA
Media Placement LEO BURNETT Riyadh, SAUDI ARABIA
PR LEO BURNETT Riyadh, SAUDI ARABIA
Production LEO BURNETT Riyadh, SAUDI ARABIA

Background

When you’re McDonald’s, you expect other restaurants to “draw inspiration” from your brand and products. In fact, it’s happened over a million times and by now we know exactly how to deal with it. But when Fashion icon Alexander Wang “draws inspiration” from your paper bag to launch his new handbag, that’s definitely a first. Our objective was to make sure our bag was the center of attention online.

Describe the strategy

In less than one day, we gathered all the data needed from Wang’s post to target his followers in real time. We analyzed their patterns, what they commented on, what they liked about his bag and from those insights, we decided to place the bag on the same background and we knew exactly which demographic to spend our 2,827 dollars of boosting to reach the same followers and create the impact we created. Our target audience were: 1. our followers 2. Alexander Wang’s followers (So people that are interested in McDonald’s but also people that are interested in fashion) 3. Alexander Wang himself 4. The fashion bloggers and influencers Our approach was a very simple one. We simply put things back into perspective for our 4 main target audiences by simply placing our bag in the same perspective as Wang’s and also directly in the hands of the fashion influencers.

Describe the execution

Our strategy was based on how quick our retaliation was and how fast our response was. It took us just a day to spot Wang’s bag, come up with our campaign, create our post, and post it. And the way we art directed the post was to get the attention of the fashion community. One simple and small parody post then had the power to cross industries and categories from F&B to Fashion. It took on an international scale. We spent 2,827 dollars and gained back 1.73 million dollars of earned media… that’s 61,000% return on investment. The 2,827 dollars were spent directly targeting Wang’s followers on Instagram.

List the results

The come back of our paper bag made an impression! 1. Our post turned into a trend, picked up by fashion influencers and outlets. 2. McDonald’s was making fashion headlines and was among the top things trending in pop culture as a fashion icon. 3. The conversation around the bag was massive with social media engagement like never before on our channels. 4. Alexander Wang got inspired some more and went on to collaborate with McDonald’s to launch a whole collection called I’m Wangin’ it! You can read all about it on GQ https://www.gq.ru/style/sumka-awang#intcid=recommendations_default-similar2_09f712be-4ee5-43a8-9f6e-e2676536c01a_similar2-3_entityTopicSimilarity And here are the numbers: • 1.73 million dollars of earned media • 349 + million impressions • 10% increase in McDonald’s KSA followers

Credits

Name Company Role
Mohammed Bahmishan Leo Burnett KSA Ideation / Concept
Mohammed Sehly Leo Burnett KSA Ideation / Concept Execution
Alexandre Choucair Leo Burnett KSA Ideation
Michael Chedid Leo Burnett KSA Support
Lucas Lopez Leo Burnett design
Kamal Fakraldeen Leo Burnett KSA Support
Fady Yamak Leo Burnett KSA Project Management
Rahaf Sbeih Leo Burnett Support
Mohamed Hijazi Leo Burnett Beirut Project Management
Hossam Barbar McDonald's Support
Thamer Farsi Leo Burnett KSA Support
Mazen Mitri Leo Burnett Beirut Support
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