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Монополия в McDonald's

Заказчик: McDonald's
Исполнитель: Leo Burnett
Монополия в McDonald's

Описание

Monopoly in McDonald’s is a unique type of lottery. To win it you don’t even have to buy any lottery ticket, the prizes are already pasted on to the packages. This concept has been used by prize hunters, who are the real people that were unsticking labels from strangers’ cups and boxes. They became the prototypes for the creative idea. The hero of the campaign will win your prize if you don’t get the sticker. This motivation worked on the mass consumer, ruining prize hunters chances of getting the left-over stickers and plunged the country in December 2017 into the monopoly fever.

Поставленная задача и ее решение

This concept has been used by prize hunters, who are the real people that were unsticking labels from strangers’ cups and boxes. They became the prototypes for the creative idea. The hero of the campaign will win your prize if you don’t get the sticker.
This concept has been used by prize hunters, who are the real people that were unsticking labels from strangers’ cups and boxes. They became the prototypes for the creative idea. The hero of the campaign will win your prize if you don’t get the sticker. This motivation worked on the mass consumer, ruining prize hunters chances of getting the left-over stickers and plunged the country in December 2017 into the monopoly fever.
This motivation worked on the mass consumer, ruining prize hunters chances of getting the left-over stickers and plunged the country in December 2017 into the monopoly fever.

Скриншоты

Видео

Достигнутые цели и KPI по итогам запуска

84 free media publications.
Awareness of the campaign- 85%.
Total impressions- more than 293 millions.
The total number of won prizes had risen by 369%.
Золото
• Лучшая кампания для FMCG
• Лучшая digital-BTL-кампания
Tagline Awards 2018
Бронза
• Лучшая кампания
Tagline Awards 2018

Дата запуска

27 ноября 2017 года

Авторы

Creative Director: Vasiliy Gubin
Strategic Planning Director: Natalia Fedorkova
The author of the concept: Ilya Pryamilov
Art Director: Ekaterina Malinina
Petr Martuk, Alexey Litovka
Account Director: Viktoria Semikasheva
Producer: Oleg Gridasov
Designers: Svetlana Fesenko, Valeria Pauli

Номинации

Кампании / креатив → FMCG
Кампании / креатив → Digital-BTL