Short List
Product / ServiceBIG MAC
CategoryF03. Use of Co-Creation & User Generated Content
EntrantDDB Sydney, AUSTRALIA
Entrant Company DDB Sydney, AUSTRALIA
Advertising Agency DDB Sydney, AUSTRALIA

Creative Execution

A world first, McDonald’s Australia released 200 bottles of their Special Sauce. #1 was placed on eBay, at the same time, millennial online influencers were sent a bottle and asked to share their own #macitbetter content. Further inspiring our audience, visual social media, including films showed consumers how to ‘#macitbetter’. People created their own #macitbetter content, thanks to McDonald’s distributing Special Sauce tubs on the streets with "sauce bombing" street teams and also via a tweet powered vending machine, distributing 35,000 tubs. The user-generated content across Twitter, Facebook and Instagram was amplified via McDonald’s owned social channels giving recognition and ownership back to the consumers.

Not only did we see 3.8 billion PR impressions gained and 6m additional social impressions generated (doubling our target) but real business outcomes were generated, with the campaign reflecting the best Big Mac sales ever in Australia! - Best Big Mac sales ever in Australia (over any other 4 week period). - 3.8 billion PR impressions - Additional +6 million Facebook impressions (double the overall social target) - +4.5 million more people into McDonalds than the same time last year - Doubled positive social sentiment (week prior to launch 8% increased to 17% in first week of campaign) - Improved “Brand I love” and “Brand for me” measures.

McDonald's most iconic products, were experiencing a steady decline. Research identified a leading contributor was the significant decrease in consumption of the iconic Big Mac, amongst 18-24 year-olds. To get Big Mac into the minds and mouths of the next generation, we needed to disrupt the market on our audience’s terms. We needed to empower them where we knew they were – social media. In modern social culture the more you are talked about, the more famous you become. We recognized that there was a behavior that already existed online where modern day icons had creative interpretations of the original. Our idea gave access to something previously locked into the Big Mac - the Special Sauce. By handing Special Sauce over to the public - we allowed them to make their food better ie. #macitbetter, we invited our audience to respond creatively, to play with the Big Mac and allow the Big Mac and brand to become a part of modern social content culture.


Name Company Position
Toby Talbot DDB Sydney Chief Creative Officer
Cam Hoelter DDB Sydney Deputy Executive Creative Director
Steve Jackson DDB Sydney Creative Director
Ellie Jones DDB Sydney Creative Team
Avani Maan DDB Sydney Creative Team
Nicole Taylor DDB Sydney Managing Director
Josh Davoren DDB Sydney Senior Buisness Director
Melinda Parris DDB Sydney Account Director
Fran Clayton DDB Sydney Head of Planning
Anna Bollinger DDB Sydney Planning Director
Domenic Bartolo DDB Sydney Design Director
Tina Alldis Mango Sydney Senior Buisness Director
Ben Greenslade Mango Sydney Senior Sponsorship Director
Laura Cario Mango Sydney Senior Account Manager
Mark Lollback McDonald's Australia Chief Marketing Officer
Bronwyn Powell McDonald's Australia Senior Director of Marketing
Jo Feeney McDonald's Australia National Marketing Manager
Rachel Mialkowski McDonald's Australia Senior Brand Manager
Skye Oxenham McDonald's Australia Senior Corporate Communications Manager
Chris Grant McDonald's Australia Corporate Communications Manager
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