| Title | NANOBLOCKS |
| Brand | McDONALD'S |
| Product / Service | NANOBLOCK LAUNCH |
| Category | B06. Use of Ambient Media: Large Scale |
| Entrant | OMD Singapore, SINGAPORE |
| Idea Creation | DDB GROUP SINGAPORE, SINGAPORE |
| Media | OMD Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Elisa Chua | OMD | Business Director |
| Galvyn Liu | OMD | Associate Director |
| Karen Soo | OMD | Digital Associate Director |
| Jae Buenafe | OMD | Senior Media Manager |
When new toys are launched, collectors hate to see photos of it. They like to see the actual “production design” – i.e: the actual toy. But our toy was really really small. So we used our disadvantage as our unique selling point. And introduced the World’s Smallest McDonald’s. At this tiny restaurant, you would order McDonald’s food (delivered to you on the spot) just like in a real restaurant.
Armed with the video, we started to seed out the communication on social channels, targeting specifically the toy interest groups. We used activated filters such as interest targeting and group affiliations on Paid Social platforms, and flooded the networks with the video and other social postings on the 17th Feb 2016! Making sure to keep our toy collecting fans in the loop at all time!
1. On activation day, we managed to gather a queue of people in front of the World’s Smallest Restaurant, even before it open its doors for business! (1pm on 17th Feb 2016) 2. In total, we rewarded all 100 participants, with our planned giveaways, within the first hour! 3. Most importantly, with all the hype created, the McDonald’s Nanoblocks® Collectors set sold out island-wide within the first 3 hours of launching on 18th Feb 2016!
The McDonald’s Nanoblocks® Collector’s Kit activation campaign achieved the absolute opposite of it being “nano.” We took an actual Nanoblocks ® McDonald’s Restaurant model, fitted it with a 2 way microphone and placed it in one of the busiest malls in Singapore, Bugis Junction, and made it function as the “World’s Smallest Restaurant.” We managed to gather a queue of people in front of the World’s Smallest Restaurant, even before it opened its doors for business. Moreover, the Nanoblocks® Collector’s Kit was sold out within three hours of its formal launch in the market.
Our strategy was to make people come and see this tiny toy up close. We took actual Nanoblocks ® McDonald’s Restaurant model, fitted it with a 2 way microphone and placed it in one of the busiest malls in Singapore – Bugis Junction. To order, you had to get up close to the toy. The activation was then filmed and used as a video. The purpose was to use the activation to showcase the actual collectibles, and build excitement around the impending launch!