2018 Winner
McDonald's Restaurants of Canada
McDonald's Monopoly Coast to Coast
OMD Canada
BronzeBest Use of Digital - Best Use of Display/Video
The McDonald’s Monopoly Coast to Coast promotion drives the highest sales lift of all the programs on its calendar. But despite its popularity, many Canadians don’t believe they have a shot at winning a prize. To change that belief, OMD shifted the media mix to be digitally-centric for the first time. Using Google’s Vogon technology on YouTube, consumers were served a customized ad that featured a prize relevant to their interests. The same creative was also updated with the respective winner’s name to make it that much more personalized. The digital shift worked, with twice as many Canadians saying they are “very likely to win” versus the previous year.
Credits
Associate director of strategy, OMD: Logan Lindsay
Digital specialist, OMD: Kyla Ames
Associate director, programmatic, OMD: Jane Kapeliukh
Vice president, group director broadcast, OMD: Doug Scott
Associate director of broadcast, OMD: Lindsay Glendenning
Account manager - OOH, Novus: Kathy O’Meara
Chief creative officer, Cossette: Carlos Moreno
Chief creative officer, Cossette: Peter Ignazi
Group creative director, Cossette: Ed Morris
Creative director, Cossette: Tricia Piasecki
Creative director, Cossette: Tina Vahn
Digital art director, Cossette: Alexandra D’Aversa
Producer, Cossette: Colleen Floyd
Managing director, Cossette: Kathy McGuire
Group account director, Cossette: Serene Gaspar
Account supervisor, Cossette: Asmait Hailu
Account coordinator, Cossette: Alexandra McCalden
Studio director, Cossette: Raquel Mullen
Senior retoucher, Cossette: Trevor Gauthier
Senior production artist, Cossette: Graham Washer