Cannes Lions

HAMBURGERS

DDB STOCKHOLM, Stockholm / MCDONALD'S / 2012

Film
Film
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Overview

Entries

Credits

Overview

Execution

We wanted to make a campaign to attract more visitors to McDonald’s during Christmas, atime when visitor numbers are low. Our perception was that most people can identify withgetting Christmas gifts you don’t want, however, in order not to disappoint you say thank youanyway. Given the above, we created the Christmas Swap. During the campaign anyonecould exchange a gift for a: Big Mac or a Happy Meal. The gifts were donated to a localcharity, which gave them to people who needed them better. Christmas Swap increased thenumbers of visitors and more gifts than expected were collected.

Outcome

A total of 658 gifts were collected in the 3 restaurants where the campaign wasconducted. The activity was only promoted at the restaurant checkouts, on posters in the restaurant windows and in the local press. There was a great word-of-mouth effect and the restaurants got many positive comments from guests and from people living in the area.More gifts than expected were collected and the activity got a lot of attention compared to other local campaigns. Both McDonald's and Stadsmissionen were very pleased.

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