#TIRORITUNE

Bronze Spike

Case Film

Presentation Image

Title#TIRORITUNE
BrandMCDONALD’S JAPAN
Product / Service500 YEN EXTRA VALUE MEAL
CategoryA05. Media / Entertainment
EntrantTBWA\HAKUHODO INC. Tokyo, JAPAN
Idea Creation TBWA\HAKUHODO INC. Tokyo, JAPAN
Production TBWA\HAKUHODO INC. Tokyo, JAPAN

Credits

Name Company Position
KAZOO SATO TBWA/HAKUHODO CCO
SATOSHI CHIKAYAMA TBWA/HAKUHODO Executive Creative Director
YUJI TANAKA TBWA/HAKUHODO Creative Director
DOMU FUJISHIMA TBWA/HAKUHODO Copywriter
MASARU UEMURA TBWA/HAKUHODO Art Director
HIROAKI WADA TBWA/HAKUHODO Account Director
SHINJI YAMAZAKI TBWA/HAKUHODO ACCOUNT MANAGER
GAKU NISHIMURA TBWA/HAKUHODO Account Executive
RYUTARO SAITO TBWA/HAKUHODO AGENCY PRODUCER
NORIHITO TAKAHASHI TBWA/HAKUHODO Creative Director
RYOTA HARAGUCHI TBWA/HAKUHODO PROMOTION PLANNER
KOHEI IKEDA TBWA/HAKUHODO CONTENT PLANNER
DAICHI MATSUMOTO TBWA/HAKUHODO ACCOUNT MANAGER
JONATHAN FUJIMURA TBWA/HAKUHODO Creative Coordinator

Why is this work relevant for Brand Experience & Activation?

This campaign was created to promote sales for the 500 YEN COMBO MEAL which was popular among teens. To grab the attention of Gen Z who ignore traditional advertising, we focused our attention to using the "TIRORI" sound that the frier makes when the McFries are ready, which is a recognizable sound to anybody who has eaten at McDonald's in Japan. We created original music and dance content on TikTok using this sound. The TIRORI dance drove teens to make their own on TikTok while at the same made viewers hungry for McDonald's.

Background

The Objective/Brief: McDonald's Japan had already tried and tested various forms of advertising to reach the young Gen Z Market, however, the brand had yet to find the right content which they would go out of their way to watch or interact with. How could we involve Gen Z to love the McDonald's Brand?

Describe the creative idea (20% of vote)

The Idea: TikTok was the perfect social platform to engage with the Gen Z, however it was crucial that the content needs to be engaging enough to drive user-generated content and attract views. We noticed that the internet was already filled with user-generated content using the "TIRORI" sound heard in the restaurants, and so we sought to use this sound to launch McDonald's first official dance content on TikTok.

Describe the strategy (20% of vote)

The Strategy: We focused our attention on using the "TIRORI" sound the frier makes at the restaurant when the McFries are freshly fried. This sound is widely recognized by anybody who has ever eaten at McDonald's in Japan. We thought if we use this sound in a way that resonates with teens, we could change McFries into an icon relevant to the Gen Z culture.

Describe the execution (30% of vote)

The Execution: We noticed that the internet was already filled with user generated content using the "TIRORI" sound, so we launched McDonald's first official dance content o TikTok using this sound. We created 4 tutorial dance videos by popular teen influencers in Japan, and waited for the TikTok community to join in...

List the results (30% of vote)

The Results: The Campaign broke TikTok’s records in Japan for both Total # of views and number of user-generated content, as well as greatly contributed to a boost in sales. The campaign quickly became widely publicized as the most successful corporate campaign on TikTok. - TOTAL NUMBER OF VIEWS: 195 Million Views (Record for Corporate Accounts in Japan) (201 Million on Jan 2021) - USER-GENERATED CONTENT: 85,000 USER-GENERATED VIDEOS (Record for Corporate Accounts in Japan) - REACH ON TIKTOK: 9 Million (80% of all users) - 500 YEN COMBO MEAL Sales: 115% UP (2/20 - 3/12) - STORE VISITS: 35% UP (2/20 - 3/12)

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