| Title | BURGER, BURGER |
| Brand | GOLDEN ARCHES DEV'T CORP. |
| Product / Service | MCDONALD'S CHEESEBURGER |
| Entrant | DDB PHILIPPINES Taguig City, THE PHILIPPINES |
| Entrant Company: | DDB PHILIPPINES Taguig City, THE PHILIPPINES |
| Advertising Agency: | DDB PHILIPPINES Taguig City, THE PHILIPPINES |
Credits | |
| Name | Company | Position |
|---|---|---|
| Teeny Gonzales | DDB Phils. | Exec. Creative Director |
| Russell Molina | DDB Phils. | Deputy Exec. Creative Director |
| Maki Maquiling | DDB Phils. | Copywriter |
| Argem Vinuya | Ddb Phils. | Senior Art Director |
| Tey San Diego | DDB Phils. | Client Services Director |
| Wella Balagtas | DDB Phils. | Account Group Manager |
| Lester Obice | DDB Phils. | Senior Account Manager |
| Dalla Sucgang | DDB Phils. | Account Manager |
| Lester Bustarde | DDB Phils. | F.a. Artist |
| Irene Chingcuangco | Mci | Producer |
| Emi Rodriguez | Mci | Producer |
| Carlo Directo | Mci | Director |
| Rody Lacap | Mci | Cinematogrpaher |
| Bien Felix | Mci | Editor |
| Joseph Velasquez | DDB Phils. | Exec. Art Director |
| Jay San Luis | DDB Phils. | Copy Group Head |
The brief was to increase frequency of consumption by introducing the new and more affordable Cheeseburger line. We specifically talked to teens and young adults since they're predisposed to the product because of their lifestyle. The big idea is that McDonald's Cheeseburgers are so good and affordable, they will surely find any excuse to have it as often as possible.
Results: The campaign became a phenomenon in the Philippines! "Pa-cheeseburger ka naman!" (This calls for a Cheeseburger!) became the hippest catchphrase in Philippine pop culture evident in the countless blogs, spoofs in Youtube and tons of jokes forwarded via SMS. * Earned free media coverage - was featured in several newspapers, radio programs and TV shows * Was featured in the year-ender special of the country's largest TV network as one of the highlights of 2008 * Sales reached a record high! Gained a significant 48% increase in sales!
We created a campaign that found the most mundane reasons to have a McDonald's Cheeseburger. Since it was so affordable, The line "Pa-Cheeseburger ka naman!" (This calls for a Cheeseburger!) was used to chide someone to treat you to a McDonald Cheeseburger. We maximized the budget by doing: * A series of 15-seconders instead of one long TVC * Series of small print ads that utilized the medium by creatively placing them next to relevant articles * Radio Campaign * Ambient * Creative intrusions on TV and radio All hammering the line "Pa-cheeseburger ka naman!" (This calls for a Cheeseburger!)