Title | COUNTING SHEEP |
Brand | McDONALD'S |
Product / Service | 24-HOUR DELIVERY |
Category | A01. Best Use of Television/Cinema |
Entrant | LEO 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 |
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 |
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%.
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.
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.