Title | MCDONALD'S AUSTRALIA DAY |
Brand | MCDONALD'S AUSTRALIA |
Product / Service | AUSTRALIA DAY MENU |
Category | A05. Best Use of Ambient Media: Large Scale |
Entrant | DDB Sydney, AUSTRALIA |
Entrant Company | DDB Sydney, AUSTRALIA |
Advertising Agency | DDB Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Nick Simkins | Jungleboys | Producer |
Scott Pickett | Jungleboys | Director |
Amy Hansen | Ddb Sydney | Tv Producer |
Domenic Bartolo | Ddb Sydney | Designer |
Chelsea Lamond | Mango Sydney | Account Executive |
Melinda Parris | Ddb Sydney | Senior Business Manager |
Sophie Collins | Ddb Sydney | Business Manager |
Sara Tomonari | Ddb Sydney | Senior Business Director |
Richard Morewood | Ddb Sydney | Managing Partner |
Tina Alldis | Mango Sydney | Head Of Media Relations Strategy |
Guy Lemberg | Ddb Sydney | Copywriter |
Adam Ledbury | Ddb Sydney | Art Director |
Richard Morgan | Ddb Sydney | Creative Director |
Cameron Hoelter | Ddb Sydney | Creative Director |
Dylan Harrison | Ddb Sydney | Executive Creative Director |
Zipporah Allen | Mcdonald's Australia | National Marketing Manager |
Skye Oxenham | Mcdonald's Australia | Media Relations Manager |
Paul Pontello | Mcdonald's Australia | Senior Brand Manager |
Madeline Fitzpatrick | Mcdonald's Australia | Vp Director Of Marketing |
Mark Lollback | Mcdonald's Australia | Cmo Anz |
By the end of January, McDonald’s was one of the most-talked about brands and biggest news items of the month, with coverage that created more than 11 billion PR impressions worldwide. McDonald’s also saw a year-on-year growth in sales of 6.7%, which equated to selling more than 300,000 additional Big Macs in only 30 days.
To create a context for McDonald’s to change their name, in November 2012 we started the debate in social media before conducting an outreach program, which highlighted the popularity of the name. We then announced McDonald’s application to have ‘Macca’s’ added to the Macquarie Dictionary. It wasn’t just Australia that embraced the campaign - the world started talking about those cheeky Aussies deeming their nickname important enough to be in the dictionary. Then on January 8 2013, Australia – and the world – woke to the famous golden arches, now with an Aussie twist – Macca’s appeared on pylons and in signage across flagship stores throughout the country. Aussies loved the signage so much that the Central Coast community petitioned McDonald’s to have a Macca’s sign installed in their area, adding another phase to the campaign.
McDonald’s is one of the world’s largest restaurant chains with stores right around the globe. It’s also one of America’s most famous brands. Australia Day is a 3-day celebration when one of the most patriotic nations on earth becomes even more patriotic. This meant McDonald’s had a problem. They were the last place Australians would visit on the most Aussie occasion of the year. In Australia, there’s no greater sign of acceptance than being given a nickname, so what better way for McDonald’s to prove to Australians how ‘Aussie’ they were than by embracing their Australia-only nickname officially after more than 40 years in the community. In a world’s first for McDonald’s, they would change their branding, with Macca’s appearing in place of McDonald’s in the land down. The change was spread across every channel, including PR, social media, advertising, in-store and the iconic pylons.