THE INTEGRATED STORY 1+1= YOU & ME

TitleTHE INTEGRATED STORY 1+1= YOU & ME
BrandMCDONALD'S
Product / ServiceBRANDED AFFORDABILITY - THE COIN MENU
CategoryB10. Use of Social Platforms
EntrantSTARCOM Taipei City, TAIPEI
Idea Creation STARCOM Taipei City, TAIPEI
Media Placement STARCOM Taipei City, TAIPEI

Credits

Name Company Position
Benjamin Tzang Leo Burnett Worldwide Creative Director

Why is this work relevant for Media?

This campaign used the media channel that’s most relevant among GenZ nowadays and made the best use of platform’s feature, not only to communicate, but also to inspire the McDonald’s creative content development. It successfully helped McDonald’s to grab the attentions and engage with GenZ.

Background

In McDonald’s there’s a menu for everyone; and in 2014, it launched 1+1=50 aka “the coin menu” with the aim to attract more teens and gaining more usage occasions. However, recent internal study showed that the number of GenZ purchasing 1+1=50 menu has stalled, and with summer vacation up and coming, McDonald’s needs to recommunicate with Gen Z, that its restaurant is the ideal location for Teens gathering and its 1+1=50 menu is still the best snacking menu available to share with friends.

Describe the creative idea/insights (30% of vote)

From many researches, we understand GenZ posses very unique characteristics themselves. They are FOMO (Fear of Missing Out), always want to be the first one, or the exclusive one. They like to experience the newest things and also like brands who value their opinion. Like every country in the world, Gen Z in Taiwan lives in the social world and follow KOLs. Instagram and Youtube are the two biggest platforms in Taiwan. Therefore, we utilized unique functions from the platform and given them an opportunity to shape our core creative idea, to empower Gen Z to get involved in our advertising campaign and to show them that we value their opinions.

Describe the strategy (20% of vote)

The target is Gen Z, students aged 15-24. They spend most of their time in school. Besides school, they usually hang out in groups, doing home work and take after school tutorial together. This time gap opportunity between school finishes and after school tutorial starts, they need somewhere to hangout and eat, and of course, they want to enjoy their snack time together with friends; they tend to chit chat, and spend time on social media together. Although the Coin Menu is the most affordable product for them, this is not a new product. To boost sales, we had to do more than just telling them what was available or we are affordable. We need to engage them and get them to talk about us. Thus the strategy is to focus on Instagram, invite them to join and co-create McDonald’s first ever interactive Instagram story. 1+1 = YOU + ME.

Describe the execution (20% of vote)

The storyline demonstrated the idea of eating 1+1 coin menu together by collaborating with TGOP (This Group Of People), a famous group with 5 content creators to shoot the stories. 1 teaser video plus 4 Instagram story posts were posted in 4 consecutive days on McDonold’s official Instagram account; the story was posted at 21:00 and ended by 20:45 the next day. Consumers get to vote for the characters they want to see in the next episode and how the storyline goes. Everything is in real time,voting result is shown immediately via Instagram, and to get your preferered TGOP onto the next episode, you need to call out friends to help the voting! Since each of the 5 creators have their own fans, we created the competition among fans. The final video was released 1 week after 4 episodes completed, so consumers can finally see the result of their co-creation.

List the results (30% of vote)

The campaign on Instagram ran for 4 days, and reached over 70k people; over 21k votes registered over the 3 days of story developing period. The vote rate was 41%. After the video was completed, it was then uploaded onto Youtube, which amasses over 650k views in just 6 days, indicating that by involving the target audience (Teens) in storyline development, the content can really resonate with them. All clips related to this campaign across different channels have amassed over 3.18m views and still rising. Active participation on Instagram and views generated from Youtube channel have accumulated an estimated NT$5.9m+ earned media value (EMV), as measured by 3rd party social media specialist Tagnology Sales wise, 7.7% growth registered immediately after campaign launched; and instant impact in one of the most competitive industries.

Links

Social Media URL