18-BUTTON REDEMPTION MACHINE

Short List
Title18-BUTTON REDEMPTION MACHINE
ClientMcDONALD'S RESTAURANTS HONG KONG
Product / Service18-NUGGET `SHARE BOX'
CategoryA03. Best Use of Outdoor
EntrantDDB GROUP HONG KONG, HONG KONG
Entrant Company:DDB GROUP HONG KONG, HONG KONG
Advertising Agency:DDB GROUP HONG KONG, HONG KONG
Media Agency:OMD HONG KONG, HONG KONG

Results and Effectiveness

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 three times higher than anticipated. And hundreds of comments and articles were shared through social media. Which just goes to show: It’s fun to share.

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.

Insights, Strategy and the Idea

McDonald’s recently launched its biggest serving of nuggets ever – a ‘Share Box’ containing 18 nuggets. But let’s face it, unless you’re really hungry, 18 nuggets are made for sharing. So to highlight the fact that ‘it’s fun to share’, we didn’t just talk to our customers 1-to-1. Instead, we created a promotion that they had to share to enjoy.

Credits

Name Company Position
Jeffry Gamble DDB Group Hong Kong Executive Creative Director
Paul Chan DDB Group Hong Kong Creative Director/Copywriter
Ong Shi Ping DDB Group Hong Kong Creative Director/Art 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
Gary Wong DDB Group Hong Kong Purchasing Manager
Gary Man DDB Group Hong Kong Photographer
Meggy Cheng DDB Group Hong Kong Associate Account Director
Koman Ko DDB Group Hong Kong Account Manager