McDonald's: McDonald's

Credits & Description:

Company Entering : Tyo Monster, Tokyo
Brand : Bacon Potato Pie
Advertiser : Mcdonald's Japan
Agency : Beacon/leo Burnett Tokyo, Tokyo
Executive Creative Director : Ron Smith
Creative Director : Tadashi Inoue
Copywriter : Masayuki Tanaka
Art Director : Mikiko Hisamichi/yuichiro Nabetani
Account Director : Greg Jones/masayuki Namiki
Account Executive : Naoki Ix/daiki Furukawa
Agency Producer : Hiroki Mashima/kohei Kobayashi
Film Production Company : Tyo Monster, Tokyo
Director : Daihachi Yoshida
Cinematographer : Yoichi Kamakari
Gaffer : Yasushi Miyao
Executive Producer : Keisuke Motomatsu/takahiro Maeda
Production Manager : Eriko Machida/ayaka Arita
Casting : Kumiko Hosokawa
Stylist : Mie Minagawa
Hair Stylist : Megumi Sugita
Cooking Stylist : Hanako Sakonju
Offline Editor : Tomoko Maeda
Online Editor : Yuta Sato
Colorist : Jun Takada
Sound Designer : Toshimasa Yanagihara/tadao Tasai
Sound Studio Producer : Toru Midorikawa
Print Production Company : Tyo Monster, Tokyo
The brief :
To make bacon potato pie, one of the most popular menu of mcdonald’s japan more popular and increase the sales.
The strategy :
We changed its name from "bacon potato pie" to "hahon hohaho hie". This is to enhance its “hotness” that makes people can’t speak when they bite it.
The execution/the execution & craft :
We printed this new, unique product name on every single material such as packages, posters, menu, and even on the receipt.
The result :
This unique name caused dramatic responses on twitter, news sites, youtube, and on tv shows. The more the news spread,
The more it drove people to the restaurants. ・headlined twice at yahoo! Japan ・became the no.1 trending topic on twitter
・the most tweeted product name in mcdonald’s japan’s history ・jpy169 million↑ in earned media ・total sales was 2.5 times more than last year (all stocks were sold out)
Synopsis:
Bacon Potato Pie is called “Hahon Hohaho Hie”