The Brief

People come to McDonald’s because it’s convenient, quick and cheap. All rational reasons. The objective of this campaign was to create an emotional connect and love for the McDonald’s brand.

Describe how the promotion developed from concept to implementation

We used the Sundae Cone, an iconic McDonald’s product to do just that. Young or old, beef person or chicken person, it is one product that is loved by one and all. A giant billboard in the middle of Bukit Bintang, one Kuala Lumpur’s most famous shopping districts, showcased the Sundae Cone in all its glory. However, there was one problem - The Sundae Cone was melting. The task was simple. People had to use their smartphones to spin the fan on the billboard, bring down the temperature and save the melting sundae cone. For their efforts to save the Sundae Cone, people got a free Sundae cone voucher on their smartphone.

Describe the success of the promotion with both client and consumer including some quantifiable results

In the end, 256 Sundae Cones were saved and over 1500 free Sundae Cones were given away in 200 minutes spread across 10 days. That’s 7.5 Sundae Cones redeemed per minute! The ripple effect on social media added to the magic. We managed to create brand love for McDonald’s using their much-loved item on the menu.

Explain why the method of promotion was most relevant to the product or service

The billboard where the idea was executed is situated right across Malaysia’s oldest and most loved McDonald’s outlet. By featuring one of McDonald’s most loved item on the board and getting people to interact and ‘save’ it, we managed to inject some much needed fun, excitement and ‘magic’ back to the brand.