Cannes Lions

McDONALD'S

LEO BURNETT USA, Chicago / MCDONALD'S / 2007

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Film
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Overview

Entries

Credits

Overview

Description

The language of McDonald's food is imprinted in our culture. To truly tap into our cultural power why not let our food speak for itself?Objectives:Playfully engage trend definers/influentials so that they will share our food with their friends Target:Trend definers and influentials who believe in the power of their own voices. They are the savviest and most cynical of all marketing consumers. Their acceptance of a campaign and a brand depends largely on the level of engagement, sharing and out-right ownership they can have of the campaign.

Execution

To have consumers think of McDonald’s of Chicago first thing in the morning, we needed to wake them up…literally. We created the 1-888-GoMcWakeUp phone line, a free, hotel-style wake up service in which Chicago consumers scheduled wake up calls from local Chicago celebrities. Consumers would call in, hear a promotional message, choose a celebrity, and then receive the celebrity wake up call (and another promotional message) the next day. The 1-888-GoMcWakeUp phone line wove breakfast variety and value messages together throughout ’06 via TV, radio, print, posters and coasters in bars, and street teams at clubs and events.

Outcome

The 888 Go McWakeUp integrated promotional program immediately activated consumers to purchase breakfast at McDonald’s. More than 3.6 million additional consumers came into McDonald’s of Chicago than a year earlier. And they purchased 3,549,716 more sandwiches and 5,432,962 more cups of coffee than a year ago! Overall dollar sales increased by a staggering 7% in an industry that measures growth by hundredths of one percent. And the McWakeUp line never stopped ringing, receiving hundreds of thousands of calls, 1015% vs. projections created by industry direct response norms.

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12 items

1 Eurobest Award
Fries Claims

LEO BURNETT, London

Fries Claims

2023, MCDONALD'S

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