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Category

Award

WALLET

ClientMCDONALD'S PHILIPPINES
ProductMCDONALD'S
EntrantLEO BURNETT MANILA Makati City, THE PHILIPPINES
Type of EntryUse of Media
CategoryBest Use of Magazines/Newspapers
TitleWALLET
Product/ServiceMCDONALD'S
Entrant Company:LEO BURNETT MANILA Makati City, THE PHILIPPINES
Advertising Agency:LEO BURNETT MANILA Makati City, THE PHILIPPINES
Media Agency:STARCOM MEDIAVEST GROUP PHILIPPINES Makati City, THE PHILIPPINES
Credits
Name Company Position
Raoul Panes Leo Burnett Manila Executive Creative Director, Copywriter
Alvin Tecson Leo Burnett Manila Creative Director
Cey Enriquez Leo Burnett Manila Copywriters
Mela Advincula, Stephanie Mangalindan Leo Burnett Manila Art Directors
Sue Ann Nolido Leo Burnett Manila Account Director
Maik Alturas, Tria Sordan Leo Burnett Manila Account Managers
Marissa Abayari, Warren Armada Leo Burnett Manila Producer
George Francisco Leo Burnett Manila Final Artist

Results and Effectiveness:

Coupon distribution drastically increased. As a result, guest count in McDonald's stores rose by 14.39% versus the last couponing effort (same month of the previous year). This was unprecedented in the history of McDonald's couponing in the country.

Creative Execution:

We went beyond the traditional practice of handing out coupons in the streets and stores. We stuck what looks like a real wallet, devoid of cash, in the country's top broadsheets. What saves the day for the reader are the McDonald's coupons left inside.

Insights, Strategy and the Idea:

McDonald's was launching a couponing campaign for the New Year. They wanted to reach as many people as possible. People who are recovering from holiday spending sprees.