Creative Execution

With Pacquiao’s opponent being Mayweather and the fight happening at the height of May summer, a clever wordplay was created: Beat The May Weather. During the pre-fight buzz, we placed a small ad on a tabloid with the ‘Beat The May Weather’ headline, along with McDonald’s twitter handle and desserts hashtag. Online, we featured various McDonald’s desserts and with the same headline. In less than 24 hours, ‘Beat The May Weather’ had become the country’s battle-cry during the Mayweather-Pacquiao fight … and a resounding reminder to get themselves some delicious McDonald’s desserts.

Even with just a 4-day run, “Beat The May Weather” fever swept the country, with conversations even spilling over to foreign press. The campaign achieved astounding social media success, delivering remarkable results: • Top trending topic on Twitter Philippines • Over 24.6 million impressions • Php 23.7 million earned in media values Even more impressive are the sales figures for McDonald’s desserts: • 10% increase in total dessert sales • 6% increase in McFlurry sales • 17% increase in McFloat sales • 61% increase in ice cream cone sales

Summer is usually the time when sales of McDonald’s desserts shoot up. But in the early part of Summer 2015, sales weren’t performing as well as the previous year. McDonald’s looked into hijacking the most anticipated global sporting event, happening during this season: the Pacquiao vs Mayweather fight. While Pacquiao may be ‘The Filipino Pride’, he wasn’t a McDonald’s endorser. And as he was already endorsing numerous brands in the Philippines, many of his campaigns were running during the fight period. McDonald’s zeroed in on a key fact for its campaign: the scorching heat the country was set to experience at the height of summer -- up to 40 degrees Celsius. A most opportune time to showcase McDonald’s desserts.