Radio and Audio > Radio & Audio: Sectors
FP7/BEY, Beirut / MCDONALD'S / 2018
Overview
Credits
BriefExplanation
McDonald’s, Lebanon’s leading fast food retailer, wanted to promote its new Chicken Wraps.
But towards year-end, budgets were low amidst increasing competition.
So, we used radio – a cost-effective mass-media channel in Lebanon.
Now, conventional radio wouldn’t be enough.
We needed to disrupt the radio ads that people heard in cars, at homes, or in offices, and grab attention for McDonald’s Chicken Wraps.
We chose a popular music genre in Lebanon - Rap music. And created “The Chicken Rap” to promote Chicken Wraps ;).
An unexpectedly delightful rap song disrupted the category and radio ad apathy, earning attention for McDonald’s Chicken Wraps from listeners across Lebanon.
The ad was designed mixing sounds of real chickens clucking, composed with a sticky rap beat and tune.
And as “The Chicken Rap” were hummed by everyday people on the streets, the Chicken Wraps became the hottest selling item from McDonald’s during the campaign.
EntrySummary
Given the overwhelming anxieties (political, economic and social) in the country of Lebanon, it's not surprising that Lebanese love humour and fun. And content that's entertaining usually works better than content that's run-of-the-mill.
ScriptInEnglish
Hey… Hey yo right here
Check this out
Baka bak bak a kaak
Baka kaa bak a baa baaa
Bak aka baaaak baakaaa baaak
Baaak Baaak Bak baaaaak
Baaak baaaak baba baaaa kaaaa
Baaaak baa kaak baak a baka baak
Baaak Baaak Bak baaaaak
Baaak baaaak babaaaaak
Bak a bak bak a baak
Baka baaa baaaa
Bak aka baaaak baaak
The Chicken Wrap
Now, at McDonald’s
Bak bak bak bak baaaak
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