The Brief

Increase sales of the Big Mac by making the Big Mac more exciting to the Korean audience and raising back to its iconic status it deserves.

Describe how the promotion developed from concept to implementation

The classic Big Mac chant was introduced in 1974, so we thought it would be a perfect opportunity to bring it into the modern world of 2012 Korea. We took advantage of the digital savvy of the average Korean consumer, and gave them the perfect creative outlet to express their love of the Big Mac, by letting them sing and upload their own version of the chant. And gave consumers the chance for their creativity to shine on TV.

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

People literally fell in love with the Big Mac and celebrated their love by singing about it. The campaign broke through conventional Korean barriers to become the most successful user-generated video campaign in the country. Within only one month, our campaign saw 13,000 uploads and 5,000 minutes of content, generating an overall of 5 million views. People’s love for the sandwich did not stop there; Big Mac sales increased 35%, exceeding the initial sales forecast by 28%. All of that left the client wanting more, continuously asking us for the ‘next Big Mac campaign’.

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

The key to Big Mac’s iconic status worldwide is its build, which remains unique. Representative for the build is the Big Mac Chant, which however was not well known in Korea. In order to elevate the Big Mac to its proper status, we decided to leverage the chant in a way relevant to the most ubiquitous and digitally connected audience in the world; we let people celebrate the Big Mac and gave them the chance to become an icon by uploading their creative spin on the chant.