| Title | I SEE FRIES |
| Brand | McDONALD'S CHINA |
| Product / Service | McDONALD'S |
| Category | A08. Other Digital Solutions in a Promotional Campaign |
| 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 |
McDonald’s fries are an iconic product in the West – when people see them, they crave them. However, in China, they have not been around very long and McDonald’s fries have yet to spark cravings in Chinese people; fries have not gained the popularity that burgers enjoy. McDonald's image has always been about FUN -- however consumers have yet to feel this through McDonald's fries. McDonald’s China needed to convince Chinese consumers just how good their fries were, by creating a new behavior. We needed to show people that they are not only delicious, but also an all-around fun product.
We were tasked with igniting Chinese people’s desire for McDonald’s French Fries. The challenge was that Chinese people haven’t grown up with Fries. So we teamed up with Meitu, China’s largest photo sharing app with over 20 million daily users. The offer? Free Fries. We created a bespoke McDonald’s 'Fry box view finder' for the app, encouraging people to use it to take photos of anything that resembled Fries, which they could rate, filter and share, and exchange to redeem free Fries. We drove people to use it with point of sale, ambient media, social seeding, and a television commercial.
The 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 that McDonald's Fries are well on their way to becoming an icon in China, as they are in the rest of the world. Our idea made millions of people take notice of and think about McDonald’s Fries, even at times when McDonald’s is not usually on their minds.
The product, McDonald’s Fries, was front and centre in the creative execution. The beauty of it was that we encouraged people to think of fries outside the restaurant context – we asked them to ‘see’ Fries everywhere! And once they captured a photo of the Fries look-alikes using the ‘Fry box view finder’, they were able to win free Fries. We created an awereness, craving and excitement for fries in a country where people don’t grow up with fries.