| Title | I SEE FRIES |
| Brand | McDONALD'S CHINA |
| Product / Service | McDONALD'S |
| Category | A09. Use of Mobile Devices |
| Entrant | DDB Sydney, AUSTRALIA |
| Entrant Company | DDB Sydney, AUSTRALIA |
| Advertising Agency | DDB Sydney, AUSTRALIA |
| Media Agency | OMD CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Tim Schlick | DDB Shanghai | Business Development |
| Jeroen Jedeloo | DDB Sydney | Integrated Program Director |
| Sara Tomonari | DDB Sydney | Senior Business Director |
| Lawrence Chiew | DDB Shanghai | Account Director |
| Lisa Zhao | DDB Shanghai | Senior Account Manager |
| Mikki Liu | DDB Shanghai | Account Executive |
| Michael Lu | DDB Shanghai | Senior Art Director |
| Zae Tein | DDB Shanghai | Account Director |
| Dylan Harrison | DDB Sydney | Executive Creative Director |
| Cameron Hoelter | DDB Sydney | Creative Director |
| Richard Morgan | DDB Sydney | Creative Director |
| Nic Brennan | DDB Shanghai | Group Creative Director |
| Ying Chang | DDB Shanghai | Associate Creative Director |
| Cindy Liu | DDB Shanghai | Designer |
| Sarah Hetherington | DDB Sydney | Executive Producer |
| Ferdinand Haratua | DDB Sydney | Technical Director |
| Raphael Woo | DDB Shanghai | Senior Project Manager |
| Barth Wahlen | DDB Sydney | Ux Design |
| Per Thoresson | DDB Sydney | Html Developer |
| Johnny Zheng/Robertus Johansyah | DDB Sydney | Script Programmer |
Campaign generated 3 million clicks, 203,234 unique visits to the Weibo campaign page and 674,738 photos were taken. Consumers created over half a million individual pieces of sharable content on behalf of the brand. Data is still coming in but, early results show McDonald's Fries are well on their way to becoming an icon in China like they are in the rest of the world. And made millions of people think about Fries at times when McDonald’s is not usually on their mind.
A digitally led integrated campaign, we teamed up with Meitu, China’s largest photo sharing app (the Instagram of China), which has over 20 million daily users. We started with a craving-inducing offer: Free Fries. Then with Meitu we created a bespoke McDonald’s 'Fry finder' for their app. We then invited people to take photos of anything that resembled a McDonald’s Fry. Which they could then share and exchange for free fries. We drove people to the 'fry box view finder' we created within the Meitu photo app, with point of sale, ambient media, social seeding, and a television commercial. These channels not only generated awareness for the campaign but educated consumers on how the game worked, demonstrating how 'thin yellow objects' could remind you of Fries.
• Chinese people haven't grown up with McDonald's French fries. We were tasked with igniting Chinese people’s desire for Fries virtually from scratch. • Target audience was 18 to 30 Male and Female Chinese living in tier 1, 2 and 3 Chinese cities. They have a very 'young' relationship with the brand. They also consume very little traditional media, but love their smartphones and the photo sharing app 'Meitu'. • When you see McDonald’s fries, you crave them – badly. To a point where you can start seeing them everywhere. • For McDonald's, the campaign encouraged people to think about Fries at times when McDonald’s is not usually on their mind. For consumers it was a fun and social way to playfully interact with their environment. Using the one device and media that’s central to their lives.