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Festival of Creativity
27 - 29 September 2017




CategoryA03. Best Use of Outdoor
Name Company Position
Anita Yeong OMD SIngapore Strategic Planning Director
Summer Choo OMD SIngapore Media Manager
Lee Minghan OMD SIngapore Media Executive
Brenda Teo OMD SIngapore Buying Supervisor
Agatha Yap McDonald's Restaurants Singapore Marketing Director
Frances Koh McDonald's Restaurants Singapore Marketing Manager
Peggy Ng DDB Singapore Associate Account Director
Yak YihCheng DDB Singapore Senior Account Manager

Results and Effectiveness:

Our campaign integrated new and traditional media, bringing media to a new level of engagement and innovation It achieved a) Overall 49% increase in total Beef UTCs. b) Gained 12.9% growth in sales compared to same period in 2009. Source: McDonald’s sales data a. Gained over 32,700 fans in QPC Fan Page on Facebook, 4 times higher than projection. b. Over 9,000 votes were cast in 3 weeks with 65% of fans voting for BEEFY. c. 99% of comments said great things about the QPC. d. Brought Facebook onto the streets! Literally in your face. Source: Facebook

Creative Execution:

Strategy: Putting the best of social media’s viral-ness and popularity together with outdoor’s ability to geo-target at critical mass, we converged digital and outdoor, allowing our debate phenomenon to be spread speedily and widely Streetification – Nationalizing our results live in the streets from Facebook - Worked with vendors to create a first ever program that would enable Live streaming of our “Beef Rules” or “Cheese Rocks” voting numbers from Facebook onto the 12-sheet posters. - Voting results were updated Live every 15s onto our outdoor posters across Orchard, top shopping belt and CBD, giving us national awareness of the debate. - A true showcase of our on-going live national debate to our consumers Supporting our awareness within critical mass - Network of strategic core city and CBD placements supported our drive to Facebook for votes and call-for-trial

Insights, Strategy and the Idea:

Consumers are spoilt for choices when choosing beef burgers. Other than our iconic Big Mac, competitors each have their own beef forte – Burger King’s Whopper and Carl’s Junior Beef range. We need to build our beef equity and achieve a) 30% increase in total beef UTC. b) increase overall sales by 10% over same period in 2009 c) To gain at least 8,000 fans and garner minimally 3,000 votes on Facebook d) To make social media come alive Our audience are: Beef burger consumers seeking quality beef burger experience to satisfy cravings. They believe cheese is key to complement a juicy beef burger. Given islandwide connectivity, local news phenomenon is picked up speedily and spreads to a national talking point overnight Idea: Create a nationwide social media debate that can leverage on Outdoor’s mass reach to generate higher talkability. The “Beef Rules” or “Cheese Rocks” National Debate