SMALL CURRENCY

Short List
TitleSMALL CURRENCY
BrandREKSO NASIONAL FOOD
Product / ServiceMcDONALD'S
CategoryB03. Consumer Services
EntrantLEO BURNETT INDONESIA Jakarta, INDONESIA
Entrant Company:LEO BURNETT INDONESIA Jakarta, INDONESIA
Sales Promotion/Advertising Agency:LEO BURNETT INDONESIA Jakarta, INDONESIA

Credits

Name Company Position
Brian Charles Capel Leo Burnett Indonesia Group Executive Creative Director
Leonardus Bramantya Leo Burnett Indonesia Associate Creative Director
Patricia Wiroreno Leo Burnett Indonesia Associate Creative Director
Renaldy Arief Leo Burnett Indonesia Copywriter
Damar Wijayanti Leo Burnett Indonesia Copywriter
Yogi Pradana Leo Burnett Indonesia Art Director
Willy Asianto Leo Burnett Indonesia Art Director
Budiarto Leo Burnett Indonesia Senior Producer
Edwina Febrialdy Leo Burnett Indonesia Account Director
Ramadhona Harahap Leo Burnett Indonesia Account Executive

The Brief

Describe the objective of the promotion In Indonesia, most stores have difficulties providing coins for small change and substitute them with sweets. Although in reality people dislike coins, they feel cheated when stores substitute their change with sweets and it becomes a real problem. McDonald’s came up with a solution that benefits both stores and customers.

Describe how the promotion developed from concept to implementation

Describe how the promotion developed from concept to implementation Introducing McDonald’s small currency in one of McDonald’s stores in Jakarta and offer the currency as an option to coins. Customers can use the McDonald’s small currency to buy any McDonald’s products, either on its own or combined with real money.

Describe the success of the promotion with both client and consumer including some quantifiable results

Describe the success of the promotion with both client and consumer including some quantifiable results It's a unique people-oriented solution that will start the conversation. It has direct result to business as it assures repeat purchase.

Explain why the method of promotion was most relevant to the product or service

Explain why the method of promotion was most relevant to the product or service A compelling insight that is uniquely Indonesian. It addresses real consumer problems as well as benefiting stores.