18-BUTTON REDEMPTION MACHINE

ClientMCDONALD'S RESTAURANTS HONG KONG
Product18-NUGGET `SHARE BOX'
EntrantDDB GROUP HONG KONG, HONG KONG
Type of EntryUse of Direct
CategoryA02. Premiums & Giveaways
Title18-BUTTON REDEMPTION MACHINE
Product/Service18-NUGGET `SHARE BOX'
Entrant Company:DDB GROUP HONG KONG, HONG KONG
DM/Advertising Agency:DDB GROUP HONG KONG, HONG KONG

The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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.

Results

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.

Credits

Name Company Position
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