Results and Effectiveness

Our campaign integrated new and traditional media, bringing media to a new level of engagement and innovation It also achieved a) Overall 49% increase in total Beef UTCs. b) Gained 12.9% growth in sales compared to same period in 2009. Source: McDonald’s sales data a. Gained over 32,700 fans in QPC Fan Page on Facebook, 4 times higher than projection. b. Over 9,000 votes were cast in 3 weeks with 65% of fans voting for BEEFY. c. 99% of comments said great things about the QPC. d. Brought Facebook onto the streets! Literally in your face. Source: Facebook

Creative Execution

Targeted multimedia platform was essential to generate the much needed awareness midst beef clutter. Converging digital and traditional media spread our debate speedily. Streetification – Nationalizing our results live in the streets from Facebook - Worked with vendors to create a first ever program that would enable Live streaming of our “Beef Rules” or “Cheese Rocks” voting numbers from Facebook onto the 12-sheet posters. - Voting results were updated Live every 15s onto our outdoor posters across, top shopping belt and CBD, driving national awareness - True showcase of on-going live national debate DIGITAL ACTIVATION – Engaging the QPC lovers High engagement Facebook units garnered fans for voting. Weekly winners further incentivised friends of fans to participate, maximising essence of viralization AWARENESS drivers TV, Press and Radio open talk to illustrate Cheesier or Beefier banter, pushing trial and sustaining interest Search ad copies directed traffic to go the QPC fanpage

Insights, Strategy and the Idea

Consumers are spoilt for choices when deciding on solid beef burgers. Other than our iconic Big Mac, competitors each have their own beef forte – Burger King’s Whopper and Carl’s Junior Beef range. We need to build our beef equity and achieve a) 30% increase in total beef UTC. b) increase overall sales by 10% over same period in 2009 c) To gain at least 8,000 fans and garner minimally 3,000 votes on Facebook d) To make social media come alive Our audience are: Beef burger consumers seeking quality beef burger experience to satisfy cravings. They believe cheese is key to complement a juicy beef burger. Given islandwide connectivity, local news phenomenon is picked up speedily and spreads to a national talking point overnight Idea: Create a nationwide social media debate that can leverage on Outdoor’s mass reach to generate higher talkability. The “Beef Rules” or “Cheese Rocks” National Debate