| Title | BIG MAC SONG |
| Brand | McDONALD'S |
| Product / Service | BIG MAC |
| Category | B02. Consumer Products |
| Entrant | LEO BURNETT KOREA Seoul, SOUTH KOREA |
| Entrant Company: | LEO BURNETT KOREA Seoul, SOUTH KOREA |
| DM/Advertising Agency: | LEO BURNETT KOREA Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Susan Gonclaves | Mcdonald's | Senior Marketing Director |
| Melanie Joh | Mcdonald's | Senior Marketing Director |
| Chester Kim | Mcdonald's | Marketing Director |
| Kris Kim | Mcdonald's | Senior Brand Manager |
| Julie Kim | Mcdonald's | Assistant Brand Manager |
| Brian Chan | Starcom | Associate Strategy Direcor |
| Vanessa Carr | Leo Burnett Korea | Group Account Director |
| Eunseok Lee | Leo Burnett Korea | Senior Account Executive |
| Hyeyoon Choi | Leo Burnett Korea | Account Supervisor |
| Jihyun Kwon | Leo Burnett Korea | Account Executive |
| Soohee Yang | Leo Burnett Korea | Executive Creative Director |
| Inseok Nam | Leo Burnett Korea | Creative Director |
| Byung Hee Kang | Leo Burnett Korea | Copywriter |
| You Chan Shin | Leo Burnett Korea | Producer |
| Pyung Guk Kang | Leo Burnett Korea | Senior Art Director |
| Mun Sang Cho | Leo Burnett Korea | Art Director |
| Jae-Hyuk Jang | Breakfast | Director |
| Youmi Cho | Leo Burnett Korea | Managing Director |
McDonald’s Big Mac is a global icon. But in Korea it was over-shadowed by competing new burgers, and forgotten in price discounting made easy with social commerce sites. Soon the only news on Big Mac was big discounts. The image of McDonald’s iconic burger was eroding and something drastic had to be done. McDonald's needed to put the 'sensation' back in the Big Mac brand —get Korea’s existing and lapsed Big Mac consumers feeling good about the Big Mac again; participating in the brand and, most importantly, buying the brand without a coupon!
The Big Mac is arguably the most famous sandwich in the world which is why McDonald’s believes it is 'the one and only taste sensation'. We couldn’t just tell consumers about the Big Mac taste they’d known for years. Instead we gave them something completely unique: a chance to experience the Big Mac 'sensation' literally. By sharing consumer’s original performances of the Big Mac Song in our national advertising, consumers were the brand’s icon, and replaced the Big Mac in the McDonald’s commercials. They created their own sensation that swept the nation.
The Big Mac has a chant recognised around the world. In Korea, singing is a national pastime, and pop stardom a dream of all ages. So why not let Koreans do what they love best—sing— and have Big Mac make their stardom dreams come true? The Big Mac song was born. We asked consumers to make videos of their performances to feature in our national advertising. Desired response rate: close to 1,000 videos, the most on record for a Korean UGC campaign. Expected outcome: consumers could feel the sensation of being a star, just like the Big Mac.
The 'Big Mac Song' brought the sensation back to McDonald’s, proving Big Mac is the one & only burger! Consumers responded by setting new benchmarks in Korea on what UCC should be with 13,286 videos uploaded in one month! 13 times more uploads than any recent Korean UCC video campaign on record! People bought Big Macs because they loved them, selling 36.5% more than the previous month without coupon redemptions. McDonald’s put the Big Mac and its singers at the heart of Korean popular culture by sharing the spotlight and making room for not just one sensation, but thousands.