Title | FULL STOP DELIVERY |
Brand | MCDONALD'S |
Product / Service | MCDELIVERY |
Category | C01. Online Ad |
Entrant | TBWA\THAILAND Bangkok, THAILAND |
Idea Creation | TBWA\THAILAND Bangkok, THAILAND |
Media Placement | OMD Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Nils Andersson | TBWA\Shanghai | Chief Creative Officer |
Veradis Vinyaratn | TBWA\Thailand | Chief Creative Officer |
Chanatthapol Tiensri | TBWA\DAN Thailand | Executive Creative Director |
Puttipong Pattanapongsagorn | TBWA\DAN Thailand | Associate Creative Director |
Nils Andersson | TBWA\Shanghai | Art Director |
Veradis Vinyaratn | TBWA\Thailand | Copywriter |
Chanatthapol Tiensri | TBWA\DAN Thailand | Copywriter |
Puttipong Pattanapongsagorn | TBWA\DAN Thailand | Copywriter |
Punyaruk Baingern | TBWA\DAN Thailand | Art Director |
Vissara Hirunwatsiri | TBWA\Thailand | Producer |
Mark Petersen | TBWA\Thailand | Director International Business |
Rathawan Sukanake | TBWA\Thailand | Associate Account Management Director |
Pimruethai Akarawatsoonthorn | TBWA\Thailand | Account Director |
Preeyaphat Sriamontham | TBWA\Thailand | Account Director |
Chuthathip Muangwong | TBWA\Thailand | Senior Account Executive |
Chalermsuk Bootvises | TBWA\DAN Thailand | Digital Creative Group Head |
Phannapha Tubwat | TBWA\DAN Thailand | Executive Project Manager |
Nita Boonchai | TBWA\DAN Thailand | Senior Project Manager |
Hester Chew | McThai Co., Ltd. | Chairman of Executive Committee and Chief Executive |
Phornphan Madhurapojanakul | McThai Co., Ltd. | Marketing Director |
Suthasinee Chaikit | McThai Co., Ltd. | Marketing Manager |
Kulticha Pruksanubal | McThai Co., Ltd. | Marketing Manager |
Korakit Angkametarkorn | McThai Co., Ltd. | Digital Manager Marketing |
Paul Spencer | OMD Thailand | Managing Director |
Panruedee C. Charoenying | OMD Thailand | Business Director |
Amornpol Jeamwongsirikul | Kratai Tuentua CO,.LTD | Producer |
Thitipong Pimolwetkul | KRATAI TUENTUA CO,.LTD | Director |
Sasiphon Chinakat | Kratai Tuentua CO,.LTD | Assistant Director |
Artit Vongmetta | Kratai Tuentua CO,.LTD | Sound Engineer |
Thana Snguannapaporn | Kratai Tuentua CO,.LTD | Graphic Director |
9 of Thailand’s most popular burgers were recreated as small colorful icons to be used as the Full Stop Burger Interactive Banners, which replaced full stops in online articles in news websites such as The Nation News Portal. The unexpected bombarding placements of the Full Stops encouraged interactions through hovering over the Full Stop with a cursor or tapping it on mobile phones. The interactions would expand the banner, and activate an animation of a mouth devouring the newly enlarged Full Stop Burger. The mouth would morph into an invitation for the targets to have a full stop, and then auto-redirected them to the McDonald’s website or the McDelivery mobile application where they could order tasty and satisfying burgers for lunch. The Full Stop Burger Banners ran in online news articles for a week with a focus on morning news to lead the targets to order lunchtime delivery.
This simple change turned the humble full stops into new media touchpoints to both tempt and enable hardworking office workers to get their much-needed lunch. The Full Stops had increased the number of visitors to the McDonald’s website and the McDelivery application by 15.8% compare with the previous daily average.
While Thai office workers are too busy to leave the office for lunch, they often take short breaks throughout workdays to surf the internet and keep up with news and events. This provides a great opportunity for McDonald’s to remind and enable our targets to have lunch. Based on this insight, we created new online touchpoints to direct office workers to the McDelivery online channels. We replaced full stops in online news articles favored by office workers with the interactive Full Stop Burger Banners to help our targets get full at every full stop. By replacing regular full stops, the Full Stop Burger Banners became delicious touchpoints right inside online news articles. Instead of being forced to the sideline like typical banners, our Full Stop Banners always remained within the target’s focus. The Full Stop’s placements targeted the morning news articles to reach the office workers before the lunch hour.