6: SOUND (Radio advertising (any length))
An offer you have got to hear - McDonalds
|Title of Entry:||An offer you have got to hear|
|Entrant Company:||Nord DDB Stockholm|
|Creative Agency:||Nord DDB Stockholm|
|Duration of Entry:||-|
|Copywriter:||Frida Siversen Ljung|
|Chief Creative Officer:||Andreas Dahlqvist|
|Date of Release:||2020-07-07|
|Notes:||Please watch the case film since the audio file is in swedish!
Podcasts as a phenomena has skyrocketed the last years - and more than half of the Swedish population active podcast listeners (!). But even though the medium is highly modern, ads are presented in these old fashioned commercial breaks. McDonalds is also Swedens largest buyer of radio ads - that mostly consists of loud, tactical messages. So for the listener, they heard either a ”regular McDonalds spot” for an apple pie - or a new kind of McDonalds spot with a hidden gem. In the podcaster app you can fast forward 30 seconds. So we created an ad that was 40 seconds, that aired first in the commercial break. An ad that worked for those who tried to skip it. But awarded those who did not.
|Art Director:||Emelie Jinhee Johnsson|
|Other Credits:||Beata Mollberg Fagring, Client Manager|
|Other Credits:||Lisa Palm Danielsson, Senior Marketing Manager, McDonalds|
|Other Credits:||Laila Mörk, Marketing Consultant, McDonalds|
|Other Credits:||Christoffer Rönnblad, Marketing Director, McDonalds|