COUNTING SHEEP

TitleCOUNTING SHEEP
BrandMcDONALD'S
Product / Service24-HOUR DELIVERY
CategoryA01. Best Use of Television/Cinema
EntrantLEO BURNETT MANILA Makati City, THE PHILIPPINES
Entrant Company:LEO BURNETT MANILA Makati City, THE PHILIPPINES
Advertising Agency:LEO BURNETT MANILA Makati City, THE PHILIPPINES
Media Agency:STARCOM MEDIAVEST GROUP PHILIPPINES Makati City, THE PHILIPPINES

Credits

Credits

Name Company Position
Richard Irvine Leo Burnett Manila Chief Creative Officer
Raoul Panes Leo Burnett Manila Executive Creative Director
Alvin Tecson Leo Burnett Manila Creative Director
Alvin Tecson/Mela Advincula Leo Burnett Manila Copywriters
Mela Advincula Leo Burnett Manila Art Director
Lady Cajanding Leo Burnett Manila Producer
Sue Ann Nolido Leo Burnett Manila Business Development Director
Gela Pena Leo Burnett Manila Account Executive

Results and Effectiveness

At the fraction of the cost of placing ads on primetime, this simple media innovation increased deliveries in the wee hours by 31%. It also contributed to a boost in total late-night transactions at McDonald’s stores at an average of 122%.

Creative Execution

To tell nocturnal Filipinos that McDonald’s now stays up late with them, we created what we call an ‘insomnia ad.’ With a limited budget, we crafted a short flash animation spot that put a twist on the cliché imagery of counting sheep. As cable TV is on 24-hour programming, the urge to channel surf is inherent for the target consumer. Regular local stations however, at past midnight, would typically sign off and leave color bars or their static ID on air until they resume regular programming. We saw this as the perfect opportunity for the Counting Sheep ad to be looped during this period.

Insights, Strategy and the Idea

The task was to promote McDonald’s 24-hour delivery service to insomniacs, night owls and graveyard shift workers in the Philippines. The potential customer base is increasing as economic developments have influenced Filipinos to embrace a 24-hour culture in their lives. The influx of call centers servicing global companies with different time zones has provided employment to millions of Filipinos. This has altered their body clocks and lifestyles. So it comes as no surprise to have households with family members coming or leaving home at unholy hours. Even the nightlife has evolved as more Filipinos stay out late, hanging out with friends in bars or cafes. When these workers or party animals come home, television becomes the default unwinding companion. There in lay the opportunity as their stomachs grumble and their minds stay awake: a McDonald’s meal in minutes is just a phone call away.