Cannes Lions

McTollbooth

LEO BURNETT GROUP MANILA, Makati City / MCDONALD'S / 2016

Case Film
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Presentation Image

Overview

Entries

Credits

Overview

Description

McDonald’s was launching imlovinit24 globally to bring “24 acts of joy to 24 cities over 24 hours”, connecting with the millennial consumer and sparking positive brand conversations. To make joy highly palpable, in the Philippines we focused on a daily source of unhappiness: rush hour traffic – ranked 9th worst in the world. The agony is magnified at the tollways where consumers still need to pay toll. To cheer up motorists, we transformed tollbooths into McDonald’s Drive-Thru booths that waived toll fees and gave out free breakfast. We amplified the McTollbooth experience on media to reach even more consumers.

Execution

A day before the event, teasers were posted on McDonald’s social pages. Then on the day itself, McTollbooth news rolled out locally and globally. Celebrities helped man the booths. News and social coverage amplified the experience via live, on-the-spot reporting, tweeting and photo/video uploads. Motorists who missed out still won free breakfast by simply uploading their group pictures (groupfies) inside their vehicles to the McDonald’s Philippines Twitter page with the imlovinit24 and McTollbooth hashtags. 24 hours later, a McTollbooth recap video was posted on social media to spike more conversations. More press, broadcast and online media coverage followed, including global.

Outcome

ROI for the McTollbooth was remarkable, considering total investment was only USD 154,000.

over 7 million views and counting

Top 5 in Ad Age Viral Video Chart

33.7 million online impressions

over 42.6 million netizens reached

USD 1,136,180 media value earned on just USD 72,000 media spend

99% positive online sentiments

Conversation share of voice (SOV) for McDonald’s Philippines grew by 119% during campaign period.Competitors Jollibee and KFC had negative growth of -41% and -50%, respectively.

- Most viewed among all the global imlovinit24 acts

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