Title | FRIES HEIST |
Brand | GOLDEN ARCHES DEVELOPMENT CORPORATION |
Product / Service | MCDONALD'S |
Entrant | LEO BURNETT MANILA, THE PHILIPPINES |
Entrant Company | LEO BURNETT MANILA, THE PHILIPPINES |
Advertising Agency | LEO BURNETT MANILA, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Joy Santos/Cey Enriquez | Leo Burnett Manila | Planner |
Revolver | Post Prod House | |
Shoe String | Production House | |
Hit Productions | Sound Company | |
Borgy Torre | Director | |
Steve Vesagas/Lester Parulan | Producers | |
Trixie Angeles | Leo Burnett Manila | Account Executive |
Maik Alturas | Leo Burnett Manila | Account Management Manager |
Donny Dingcong | Leo Burnett Manila | Account Management Director |
Stephanie Mangalindan | Leo Burnett Manila | Art Director |
Raoul Panes/Aimee Espiritu | Leo Burnett Manila | Copywriters |
Dante Dizon | Leo Burnett Manila | Creative Director |
Raoul S. Panes | Leo Burnett Manila | Chief Creative Officer |
A giant mock-up of McDonald’s Fries was put up in a famous mall. It generated a lot of buzz. Days later, we made the fries disappear. We then started the hunt for the culprit via digital activation –The Fries Heist.
Fries Heist was much talked about. The Fries Heist Activation-Digital effort proved to be effective in terms of engaging consumers. Total online reach hit 4,502,368. This amounted to total viewing time of 128,924 minutes. We had everybody’s eyes on the fries! ! More importantly, Fries Heist helped increase McDonald’s French Fries sales by 12% versus the same period last year.
We made a giant installation of McDonald’s French Fries and placed it in a leading shopping mall, Eastwood. This spurred families and friends to pose for pictures with our World Famous Fries. They then spontaneously shared the photos on social media sites. We had celebrities tweeting about and posting pictures of the giant fries. The digital world was abuzz with excitement. Days later, we made the fries disappear. Someone took the World Famous Fries! The public was shocked. Newspapers announced the “Fries Heist”. We deployed Ronald McDonald through a video where he asked for help in finding the fries. McDonald’s offered a reward. Daily, we released CCTV videos of the crime scene on McDonald’s Facebook page. Each video showed various characters as suspects. Finally, the hunt ended with a most unexpected culprit. Then we brought back the fries. People showed their love for the fries even more via social media.