McDonald's: EVERYONE'S GOT SOMETHING TO GIVE

Credits & Description:

Advertiser: McDONALDS SOUTH AFRICA
Agency: DDB SOUTH AFRICA
Category: Best Use of Special Events and Stunt/Live Advertising
Advertising campaign: EVERYONE'S GOT SOMETHING TO GIVE
Designer: Bernice Pretorius (DDB South Africa)
Executive Creative Director: Liam Wielopolski (DDB South Africa)
Copywriter: Sanele Ngubane (DDB South Africa)
Account Manager: Mandisa Ngubane (DDB South Africa)
Art Director: Thule Ngcese (DDB South Africa)
Strategy: Emmet O'Hanlon (DDB South Africa)
Executive Creative Director: Grant Jacobsen (DDB South Africa)
Account Director: Tsitsi Dhlamini (DDB South Africa)

Strategy
McDonald's is a challenger brand in South Africa. So there is an ongoing objective to build the brand and achieve sales of products. This all has to happen on a limited budget so we are always searching for clever ways to achieve our goal by connecting with the broad target audience that McDonald's is relevant to. This encompasses people of all ages and cultural backgrounds in the middle and affluent classes. In order to appeal to such a broad audience, we needed to rely on a ‘human truth’ with over arching appeal. In this instance, we worked from the core insight that ‘it is better to give than to receive’. This is particularly relevant to McDonald's because the brand has a key value of ‘Good neighbourliness’ which is all about considering those around you and is particularly relevant in an emerging society like South Africa where national unity is growing.

Effectiveness
This wasn’t just a feelgood campaign. Over and above winning hearts and minds, we had spectacular sales effects. 25% growth in McFlurry sales vs previous year - despite launching the campaign in winter. A new Mudpie McFlurry flavour launched on the back of this campaign is currently outperforming its sales target by 16%. Hundreds of local & international blogs picked up the story. Over R3 million in free media earned. Despite these successes, the biggest smiles came from receiving news that the children's home has been inundated with calls to adopt some of the cast members.

Execution
We created a simple human story of sharing and generosity: On a hot day in Emfuleni Township, we see the children in Sakhumzi Orphanage being roused and shepherded aboard a bus which takes them to McDonald's for McFlurries. But rather than eat them, the children run straight back to the bus which heads to an old age home. They rush in and surprise the elderly folk. There is a spontaneous moment of surprise, sharing and gratitude between both groups concluding with the line ‘Everyone can do with a little happiness’.We knew this idea would best be launched on TV but would really live through PR. So, the film was aired for 2 weeks and simultaneously released online reaching 250 000 impressions on social sites in just three days. The story was seeded with 200 bloggers generating major coverage. A total of 2 million people were reached via free PR.