QUARTER POUNDER WITH CHEESE

TitleQUARTER POUNDER WITH CHEESE
BrandMcDONALD'S
Product / ServiceQUARTER POUNDER WITH CHEESE
CategoryB06. Digital Outdoor
EntrantOMD SINGAPORE, SINGAPORE
Entrant Company:OMD SINGAPORE, SINGAPORE
Advertising Agency:OMD SINGAPORE, SINGAPORE
2nd Advertising Agency:DDB SINGAPORE, SINGAPORE

Credits

Chief Creative OfficerNeil Johnson
Executive Creative DirectorJoji Jacob
Creative DirectorFrancis Ooi
CopywriterJody Yeoh
Advertiser's SupervisorShirley Foenander/Agatha Yap
PlannerWendy Ong
Account ManagerPeggy Ng/Summer Choo
Account SupervisorCindy Poh/Anita Yeong
ProducerDaphne Ng
Art DirectorChan Hwee Chong

Execution

Insight: Given the digital connectivity islandwide (on a very small island), we pick up on local news phenomenon fairly quickly and it can spread to become a national talking point almost overnight Idea: To create a nationwide social media debate on Facebook that is able to leverage on traditional medium’s mass reach in order to generate higher talkability. The “Beef Rules” or “Cheese Rocks” National Debate Strategy: Putting the best of social media’s viral-ness and popularity together with outdoor’s ability to geo-target at critical mass, we converged digital and outdoor, allowing our debate phenomenon to be spread speedily and widely`. MEDIA INNOVATION! 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 Orchard and CBD, giving us national awareness of the debate. - A true showcase of our on-going live national debate to our consumers