| Effie Awards Asia Pacific, 2015 | ||
|---|---|---|
| The Winners | Multi-Market - Products & Services | Gold |
Most of us hate mornings. It's difficult to wake up, much less think of breakfast.
With the McDonald's® Surprise Alarm app, this will no longer be the case. No two mornings will be the same, as you can wake up to exciting surprises ranging from McDonald's treats, cash prizes,free music downloads, quirky entertainment and more. Even the alarm tone is a surprise!
MCDONALD'S: SURPRISE ALARM
Multi-Market - Products & Services
McDonald's APMEA
DDB Group (Singapore)/The Marketing Store (Hong Kong)
Tribal Worldwide Singapore
President Tribal Worldwide Asia: Jeff Cheong
Creative Director: Vinod Savio
Assoc. Creative Director: Lydia Lim
Art Director: Loo Yong Ping (UI and concept)
Senior Copywriter: Kevin Poh (concept)
UX Architect: See Yishu
Content:
Art Directors: Loo Yong Ping, Sylvestor Poh, Ng Xuewen, Ong SeowFen
Copywriter: Shanghao Chen, Shervin
Case Summary
McDonald's Surprise Alarm was launched to boost brand engagement and breakfast guest count in the challenging Singapore and Taiwan markets. By blending usefulness (alarm) and delight (surprises) on the first screen people see each morning (mobile), it successfully achieved 5x/9x as much engagement as all other McDonald's digital assets combined and contributed 9%/8% of breakfast guest count (Singapore/Taiwan) in just six weeks. It built a habit of waking up cheerful and anticipatory, and through that a valuable 'first to the consumer every day' pipeline — with lasting business impact.