Title | MCDONALD'S EXTRAORDINARY LUNCHBOX |
Brand | MCDONALD'S |
Product / Service | REAL CHOICE STEAK LAUNCH |
Category | D01. Brand Environments |
Entrant | DDB Sydney, AUSTRALIA |
Entrant Company | DDB Sydney, AUSTRALIA |
Advertising Agency | DDB Sydney, AUSTRALIA |
Media Agency | OMD SYDNEY, AUSTRALIA |
Production Company | REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Toby Talbot | DDB Sydney | Chief Creative Officer |
Cam Hoelter | DDB Sydney | Deputy Executive Creative Director |
Steve Jackson | DDB Sydney | CREATIVE DIRECTOR |
Ben Pearce | DDB Sydney | Senior Creative |
Matt Chandler | DDB Sydney | Senior Creative |
Ramon Rodriguez | DDB Sydney | Animation |
Domenic Bartolo | DDB Sydney | Illustrator |
Nicole Taylor | DDB Sydney | Managing Director |
Lisa Hauptmann | DDB Sydney | Group Business Director |
Kirstie McWhannell | DDB Sydney | Business Director |
Brett Griffiths | DDB Sydney | Production Manager |
Ben Greenslade | Mango Sydney | Senior Sponsorship Director |
Tina Alldis | Mango Sydney | Senior Buisness Director |
Emily Righton | Mango Sydney | Production Director |
BRENDEN JOHNSON | DDB Sydney | HEAD OF BROADCAST |
Harriet Burton Taylor | DDB Sydney | TV Producer |
Paul Bruty | The Glue Society | Director |
Luke Crethar | The Glue Society | Director & Editor |
Michael Ritchie | Will O'Rourke / Revolver | Executive Producer |
Josh Mullens | Will O'Rourke / Revolver | Head of Projects |
In summer, Australians prefer lunch outside to being in a restaurant. And with sales at their lowest in a decade, they certainly weren’t coming to McDonald’s. Since they weren’t coming to us, we went to them with the world’s biggest lunchbox. It went to five of Australia’s most popular lunch spots. Then at lunchtime, it opened, transforming into a fully functioning McDonald’s capable of serving up to 1000 lunches per hour. - 1 in 5 Australians tried our new lunch menu 5 weeks - 3% year-on-year sales uplift - 6 million lunches sold in 3 months - 81,000,000 PR impressions
- In five weeks, 1 in 5 Australians had tried McDonald’s new lunch menu. - An overall uplift in sales of 3%, year on year - 6 million lunches were sold in the 3 months of summer - 81+ million PR impressions - Positive sentiment increased and the campaign drove a reconsideration of the brand among lapsed customers.
The lunchbox travelled to Australia’s most popular lunch spots in Sydney, Melbourne, Adelaide, Perth and the Gold Coast. But this was no ordinary lunchbox, when opened; it revealed a fully functioning McDonald’s serving over 1,000 samples an hour. Because traditional media alone was failing to make an impact on our target market, earned media and user generated content helped spread our message across the country.