| Story | BRIEF
After 50 years, thanks to improvements in its preparation, the Big Mac got even better.
But how can we explain in words a change so difficult to be seen? It's impossible. You'll only get it if you try it.
IDEA
To push the burger trial, we launched an incomprehensible campaign that could be understood only by tasting the Big Mac.
EXECUTION
Together with Ghali, a famous italian rapper, we created an incomprehensible campaign, whose focus was an icomprehensible song. The only way to get it was to taste the burger. Every Big Mac order came with a QR code: by scanning it people could finally listen to the comprehensible version of the song. After 10 days from the launch, everybody could understand the song and, of course the campaign: on TV, OOH, into restaurants, website and social media.
RESULTS:
72% CONVERSION RATE
+12% UPT SALES
10.4 MILLION STREAMS ON SPOTIFY
28.9 MILLION VIEWS ON TIK TOK
+27% WEBSITE VISITS |