| Title | MCTOLLBOOTH |
| Brand | McDONALD'S |
| Product / Service | McDONALD'S |
| Category | A07. Use of Events and Stunts |
| Entrant | LEO BURNETT GROUP MANILA, THE PHILIPPINES |
| Entrant Company | LEO BURNETT GROUP MANILA, THE PHILIPPINES |
| Advertising Agency | LEO BURNETT GROUP MANILA, THE PHILIPPINES |
| Media Agency | STARCOM MEDIAVEST GROUP PHILIPPINES Makati City, THE PHILIPPINES |
| Production Company | PABRIKA Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Mark Tutssel | Leo Burnett | Global Chief Creative Officer |
| Raoul Panes | Leo Burnett Group Manila | Chief Creative Officer, Copywriter |
| Dante Dizon | Leo Burnett Group Manila | Creative Director, Art Director |
| Seong-Wook Han | Leo Burnett | Group Creative Director |
| Sara Sarmiento, Soo-Hwan Song | Leo Burnett Group Manila | Art Directors |
| Toby Amigo | Leo Burnett Group Manila | Copywriter |
| Oliver Sarmiento | Leo Burnett Group Manila | Digital Creative Director |
| Brian Lumanog | Leo Burnett Group Manila | Digital Copywriter |
| Mark Blears | Leo Burnett Group Manila | Global Account Director |
| Donny Dingcong | Leo Burnett Group Manila | AVP Account Management Director |
| Clarence Santos | Leo Burnett Group Manila | Digital Art Director |
| Judy Buenviaje | Leo Burnett Group Manila | Group Account Director |
| Ian Hernandez | Leo Burnett Group Manila | Associate Account Director |
| Andy Rivera | Leo Burnett Group Manila | Account Executive |
| Joy Santos | Leo Burnett Group Manila | Planning Director |
| Lynda Olesen | Leo Burnett Group Manila | Director of Engagement |
| Lia Malferrari | Leo Burnett Group Manila | Planner |
| Carlo Dionisio | Leo Burnett Group Manila | Head of Channels |
| Peter Imbong | Leo Burnett Group Manila | Content Manager |
| Joel Limchoc | Leo Burnett Group Manila | Director |
| Lyle Sacris | Second Unit Director | |
| Steve Vesagas, Gabs Santos | Producers | |
| Ana Fe Manuel | Executive Producer | |
| Bien Felix | Editor | |
| IJ Garcia | Soundtrack Composer | |
| Loudbox | Audio Production | |
| Margot Torres | Golden Arches Development Corporation | SVP for Marketing |
| Christina Lao | Golden Arches Development Corporation | Marketing Manager |
| Cholo Perreras | Golden Arches Development Corporation | Senior Product Manager |
| Dea Santos | Golden Arches Development Corporation | Brand Assistant |
| Adi Timbol | Golden Arches Development Corporation | PR & Communications Manager |
| Bea Coronel | Golden Arches Development Corporation | PR Officer |
| Oyie Pingol, Quad Dela Paz, Norman Davadilla | Starcom Mediavest Group Philippines | Media Director |
| Mich Kuon | Starcom Mediavest Group Philippines | Media Manager |
| Ysa Mercader, Patty de Chavez, Andrea Syling | Starcom Mediavest Group Philippines | Media Planners |
McDonald’s was launching imlovinit24 globally to bring “24 acts of joy to 24 cities over 24 hours”, connecting with the millennial consumer and sparking positive brand conversations. To make joy highly palpable, in the Philippines we focused on a daily source of unhappiness: rush hour traffic – ranked 9th worst in the world. The agony is magnified at the tollways where consumers still need to pay toll. To cheer up motorists, we transformed tollbooths into McDonald’s Drive-Thru booths that waived toll fees and gave out free breakfast. We amplified the McTollbooth experience on media to reach even more consumers.
• over 7 million views and counting • Top 5 in Ad Age Viral Video Chart • 33.7 million online impressions • over 42.6 million netizens reached • nearly USD 1.15 million media value earned on just USD 72,000 media spend • 100% positive sentiments on-ground during the activation • 99% positive sentiments online for McDonald’s with a lot of comments specific on Philippine operations. • +119% growth in conversation share of voice (SOV) for McDonald’s Philippines during the campaign period vs competitors Jollibee (-41%) and KFC (-50%).
A day before the event, teasers were posted on McDonald’s social pages. Then on the day itself, McTollbooth news rolled out locally and globally. Celebrities helped man the booths. News and social coverage amplified the experience via live, on-the-spot reporting, tweeting and photo/video uploads. Motorists who missed out still won free breakfast by simply uploading their group pictures (groupfies) inside their vehicles to the McDonald’s Philippines Twitter page with the imlovinit24 and McTollbooth hashtags. 24 hours later, a McTollbooth recap video was posted on social media to spike more conversations. More press, broadcast and online media coverage followed, including global.
The campaign was aimed at millennials in the Philippines. They are typically characterized by their consumption of information and entertainment across several screens, making them global citizens, so to speak. They are opinionated and sometimes tend to be jaded with or critical of big brands. They are daily commuters. They are social media-savvy. Because the campaign was part of McDonald’s global activation, it also gained a spillover audience of millennials in other countries.