Title | I SEE FRIES |
Brand | McDONALD'S CHINA |
Product / Service | McDONALD'S |
Category | A01. Use of Technology |
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 |
Candy 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 |
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 exchange for free fries. Photos filled our Weibo website, which people could rate, filter and share. And redeem their free fries.
Campaign generated 3 million clicks in two weeks, 203,234 unique visits to the Weibo campaign page and over 674,738 photos were taken. Consumers created over half a million individual pieces of sharable content on behalf of the brand. And made millions of people think about Fries at times when McDonald’s is not usually on their mind.
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. When you see McDonald’s fries, you crave them – badly. So much so that you begin to see Fries everywhere. Our target audience are huge smart phone users, so we decided to target them through Meitu, China’s largest photo sharing app (the Instagram of China). Meitu has over 20 million daily users.