|Title||18-BUTTON REDEMPTION MACHINE|
|Brand||MCDONALD'S RESTAURANTS HONG KONG|
|Product / Service||18-NUGGET `SHARE BOX'|
|Category||A02. Premiums & Giveaways|
|Entrant||DDB GROUP HONG KONG, HONG KONG|
|Entrant Company:||DDB GROUP HONG KONG, HONG KONG|
|DM/Advertising Agency:||DDB GROUP HONG KONG, HONG KONG|
|Jeffry Gamble||DDB Group Hong Kong||Executive Creative Director|
|Paul Chan||DDB Group Hong Kong||Creative Director/Copywriter|
|Shi Ping Ong||DDB Group Hong Kong||Creative Director|
|Halo Cheng||DDB Group Hong Kong||Associate Creative Director/Copywriter|
|Gloria Fung||DDB Group Hong Kong||Senior Art Director|
|Winne Chan||DDB Group Hong Kong||Art Director|
|Meggy Cheng||DDB Group Hong Kong||Associate Creative Director|
|Koman Ko||DDB Group Hong Kong||Account Manager|
|Gary Wong||DDB Group Hong Kong||Purchasing Manager|
|Gary Man||DDB Group Hong Kong||Photographer|
McDonald's recently launched its biggest serving of nuggets ever – a ‘Share Box’ containing 18 nuggets. So our challenge was to launch this in a way that truly engages Hong Kongers.
To highlight the fact that ‘It’s fun to share’, we created a giant-sized share box – offering free coupons to potential passers-by. But there’s a catch. The box featured 18 redemption buttons. And to take up the offer, you had to press all 18 buttons simultaneously. So naturally, passers-by had to collaborate with friends and even strangers to help each other.
Let's face it, unless you’re really hungry, 18 nuggets are made for sharing. So nstead of talking to our customers 1-to-1, we created a promotion that they had to share to enjoy.
Over a3-week period, over 20,000 participants shared the fun experience – with an average of four people collaborating each time. Sales of nuggets were threetimes higher than anticipated. And hundreds of comments and articles were shared through social media. Which just goes to show: It’s fun to share.