McDonald's: I SEE FRIES

Credits & Description:

Type of entry: Product & Service
Category: Retail, E-Commerce & Restaurants
Advertiser: McDONALDS
Product/Service: McDONALD'S FRIES
Agency: DDB Sydney, AUSTRALIA

Client: McDONALDS
Product: McDONALD'S FRIES
Entrant: DDB Sydney, AUSTRALIA
Type of Entry: Product & Service
Category: Retail, E-Commerce & Restaurants
Entrant Company : DDB Sydney, AUSTRALIA
Advertising Agency : DDB Sydney, AUSTRALIA
Advertising Agency 2 : DDB SHANGHAI, CHINA
Media Agency : OMD CHINA Shanghai, CHINA

Executive Creative Director: Dylan Harrison (DDB Sydney)
Creative Director: Cameron Hoelter (DDB Sydney)
Group Creative Director: Nic Brennan (DDB Shanghai)
Art Director: Luke Acret (DDB Sydney)
Copywriter: Omid Amidi (DDB Sydney)
Designer: Candy Liu (DDB Shanghai)
Business Development: Tim Schlick (DDB Shanghai)
Associate Creative Director: Ying Chang (DDB Shanghai)
Integrated Program Director: Jeroen Jedeloo (DDB Sydney)
Account Director: Lawrence Chiew (DDB Shanghai)
Senior Account Manager: Lisa Zhao (DDB Shanghai)
Senior Art Director: Michael Lu (DDB Shanghai)
Account Director: Zae Tein (DDB Shanghai)
Executive Producer: Sarah Hetherington (DDB Sydney)
Technical Director: Ferdinand Haratua (DDB Sydney)
Senior Project Manager: Raphael Woo (DDB Shanghai)
User Experience: Barth Wahlen (DDB Sydney)
Html Developer: Per Thoresson (DDB Sydney)
Script Programmer: Johnny Zheng (DDB Sydney)
Script Programmer: Robertus Johansyah (DDB Sydney)

Results and Effectiveness:
Campaign generated 3 million clicks, 203,234 unique visits to the Weibo campaign page and 674,738 photos were taken.
Consumers created over half a million individual pieces of sharable content on behalf of the brand.
Data is still coming in but, early results show McDonald's Fries are well on their way to becoming an icon in China like they are in the rest of the world.
And made millions of people think about Fries at times when McDonald’s is not usually on their mind.

Creative Execution:
A digitally led integrated campaign, we teamed up with Meitu, China’s largest photo sharing app (the Instagram of China), which has over 20 million daily users. We started with a craving-inducing offer: Free Fries. Then with Meitu we created a bespoke McDonald’s 'Fry finder' for their app. We then invited people to take photos of anything that resembled a McDonald’s Fry. Which they could then share and exchange for free fries.

We drove people to the 'fry box view finder' we created within the Meitu photo app, with point of sale, ambient media, social seeding, and a television commercial. These channels not only generated awareness for the campaign but educated consumers on how the game worked, demonstrating how 'thin yellow objects' could remind you of Fries.

Insights, Strategy and the Idea:
• Chinese people haven't grown up with McDonald's French fries. We were tasked with igniting Chinese people’s desire for Fries virtually from scratch.
• Target audience was 18 to 30 Male and Female Chinese living in tier 1, 2 and 3 Chinese cities. They have a very 'young' relationship with the brand. They also consume very little traditional media, but love their smartphones and the photo sharing app 'Meitu'.
• When you see McDonald’s fries, you crave them – badly. To a point where you can start seeing them everywhere.
• For McDonald's, the campaign encouraged people to think about Fries at times when McDonald’s is not usually on their mind. For consumers it was a fun and social way to playfully interact with their environment. Using the one device and media that’s central to their lives.