SUB CATEGORY :

USE OF MUSIC CONTENT

COMPANY ENTERING :

TBWA\HAKUHODO INC., TOKYO

TITLE :

#TIRORITUNE

BRAND :

500 YEN EXTRA VALUE MEAL

ADVERTISER :

MCDONALD’S JAPAN

AGENCY :

TBWA\HAKUHODO, TOKYO

CHIEF CREATIVE OFFICER :

KAZOO SATO

EXECUTIVE CREATIVE DIRECTOR :

SATOSHI CHIKAYAMA

CREATIVE DIRECTOR :

YUJI TANAKA

ART DIRECTOR :

MASARU UEMURA

COPYWRITER :

DOMU FUJISHIMA

AGENCY PRODUCER :

RYUTARO SAITO

ACCOUNT DIRECTOR :

HIROAKI WADA

ACCOUNT MANAGER :

SHINJI YAMAZAKI/DAICHI MATSUMOTO

ACCOUNT EXECUTIVE :

GAKU NISHIMURA

CONTENT PLANNER :

KOHEI IKEDA

PROMOTION PLANNER :

RYOTA HARAGUCHI

MUSIC COMPOSER :

NORIHITO TAKAHASHI

CAMPAIGN SUMMARY :

THIS WAS A CAMPAIGN TO PROMOTE SALES FOR THE 500 YEN COMBO MEAL POPULAR AMONG TEENS. TO GRAB THE ATTENTION OF THE GENERATION Z WHO IGNORE TRADITIONAL ADS, WE FOCUSED OUR ATTENTION TO USING THE “TIRORI" SOUND THE FRIER MAKES AT THE RESTAURANT WHEN THE MCFRIES ARE READY, WHICH IS A RECOGNIZABLE SOUND TO ANYBODY WHO HAS EATEN AT MCDONALD’S IN JAPAN. WE CREATED AN ORIGINAL MUSIC AND DANCE CONTENT ON TIKTOK USING THIS “TIRORI" SOUND. THE DANCE DROVE TEENS TO MAKE THEIR OWN DANCE ON TIKTOK AND AT THE SAME TIME MADE VIEWERS HUNGRY FOR MCDONALD’S. IMMEDIATELY AFTER LAUNCH, THE CAMPAIGN BROKE RECORDS FOR THE NUMBER OF VIEWS AND NUMBER OF USER GENERATED CONTENT FOR TIKTOK JAPAN. THE CAMPAIGN BECAME A VIRAL SENSATION OUTSIDE THE CAMPAIGN AND GREATLY CONTRIBUTED TO INCREASED STORE VISITS AND SALES.

THE BRIEF :

MCDONALD’S JAPAN HAD ALREADY TRIED AND TESTED VARIOUS FORMS OF ADVERTISING TO REACH TO THE GENERATION Z MARKET. HOWEVER, THE BRAND HAD YET TO FIND THE RIGHT CONTENT THAT THEY WILL GO OUT OF THEIR WAY TO WATCH OR INTERACT WITH. HOW COULD WE GET THE GEN Z TO LOVE THE MCDONALD’S BRAND?

THE STRATEGY :

WE FOCUSED OUR ATTENTION ON USING THE “TIRORI" SOUND THE FRIER MAKES AT THE RESTAURANT WHEN THE MCFRIES ARE READY. THIS SOUND IS WIDELY RECOGNIZED NOT ONLY BY THE MCDONALD’S CREW BUT BY ANYBODY WHO HAS EVER EATEN AT MCDONALD’S. THIS MEANS, IF WE USE THIS SOUND IN A WAY THAT RESONATES WITH TEENS, WE THOUGHT WE COULD CHANGE MCFRIES INTO AN ICON RELEVANT TO GEN Z CULTURE.

THE EXECUTION :

WE NOTICED THAT THE INTERNET WAS ALREADY FILLED WITH USER-GENERATED CONTENT USING THE MCFRIES “TIRORI" SOUND. SO WE LAUNCHED MCDONALD’S FIRST OFFICIAL DANCE CONTENT ON TIKTOK USING THIS SOUND. WHAT WE CREATED WERE JUST 4 TUTORIAL VIDEOS DANCED BY POPULAR TEEN INFLUENCERS IN JAPAN.

THE RESULT :

THE CAMPAIGN BROKE TIKTOK’S RECORDS IN JAPAN FOR BOTH TOTAL NUMBER OF VIEWS AND NUMBER OF USER GENERATED CONTENT, AS WELL AS GREATLY CONTRIBUTED TO INCREASED SALES. IT BECAME PUBLICIZED AS THE MOST SUCCESSFUL CORPORATE CAMPAIGN ON TIKTOK. TOTAL NUMBER OF VIEWS: 195 MILLION VIEWS (JAPAN RECORD FOR CORPORATE ACCOUNTS) USER-GENERATED CONTENT: 85 THOUSAND USER-GENERATED VIDEOS (JAPAN RECORD FOR CORPORATE ACCOUNTS) REACH ON TIKTOK: 9 MILLION REACH (80% OF ALL USERS) 500 YEN COMBO MEAL SALES: 115%UP （2/20 - 3/12） STORE VISITS: 35%UP（2/20 - 3/12）