A campaign by BBDO China for McDonald’s, “Full-heart support during Gaokao”, has won the Grand Prix in the Effective Social Strategy category.
During the run-up to Gaokao, the Chinese exam season, McDonald’s stood out with its ‘Full-heart support during Gaokao’ campaign by taking a different approach. Rather than promising to help students do better, the fast food chain encouraged older people to share their experience of Gaokao, showing that the results did not determine their future. This messaging proved popular, leading to a 428% increase in sales of McDonald’s hero Gaokao product.
The campaign also won the Path-to-Purchase special award for a social strategy that successfully drove sales.
Elizabeth Windram, VP, Marketing, JetBlue, chair of the Effective Social Strategy jury, commented: “The winners all demonstrated the best of what marketing can do with a strong insight and an ownable way in to solving business problems. The cases were inspiring to read.”
The annual WARC Awards are free to enter with the Grand Prix and Special Award winners across all four categories – Effective Social Strategy, Effective Content Strategy, Effective Innovation, Effective Use of Brand Purpose – sharing a $40,000 prize fund.
Image over the headline.- © Warc.
