86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.
Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

18-BUTTON REDEMPTION MACHINE

ClientMCDONALD'S RESTAURANTS HONG KONG
CategoryA02. Premiums & Giveaways
Title18-BUTTON REDEMPTION MACHINE
Product/Service18-NUGGET `SHARE BOX'
Entrant Company:DDB GROUP HONG KONG, HONG KONG
DM/Advertising Agency:DDB GROUP HONG KONG, HONG KONG
Credits
Name Company Position
Jeffry Gamble DDB Group Hong Kong Executive Creative Director
Paul Chan DDB Group Hong Kong Creative Director/Copywriter
Shi Ping Ong DDB Group Hong Kong Creative Director
Halo Cheng DDB Group Hong Kong Associate Creative Director/Copywriter
Gloria Fung DDB Group Hong Kong Senior Art Director
Winne Chan DDB Group Hong Kong Art Director
Meggy Cheng DDB Group Hong Kong Associate Creative Director
Koman Ko DDB Group Hong Kong Account Manager
Gary Wong DDB Group Hong Kong Purchasing Manager
Gary Man DDB Group Hong Kong Photographer

Describe the brief from the client:

McDonald's recently launched its biggest serving of nuggets ever – a ‘Share Box’ containing 18 nuggets. So our challenge was to launch this in a way that truly engages Hong Kongers.

Creative Execution:

To highlight the fact that ‘It’s fun to share’, we created a giant-sized share box – offering free coupons to potential passers-by. But there’s a catch. The box featured 18 redemption buttons. And to take up the offer, you had to press all 18 buttons simultaneously. So naturally, passers-by had to collaborate with friends and even strangers to help each other.

Describe the creative solution to the brief/objective.

Let's face it, unless you’re really hungry, 18 nuggets are made for sharing. So nstead of talking to our customers 1-to-1, we created a promotion that they had to share to enjoy.

Describe the results in as much detail as possible.

Over a3-week period, over 20,000 participants shared the fun experience – with an average of four people collaborating each time. Sales of nuggets were threetimes higher than anticipated. And hundreds of comments and articles were shared through social media. Which just goes to show: It’s fun to share.