The second part of Leo Burnett Dubai's first campaign for McDonald's broke yesterday with the TVC 'Chant' to run for three weeks across the UAE, KSA, Kuwait, Qatar, Oman and Bahrain. The Big Mac iconic chant of 'two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun' is featured in the TVC, delivered in a rap style. 

 

The creative idea behind Burnett's 'Chant' Campaign is two-fold - for the first time ever bring the Chant to the Middle East by creating an Arabic version and secondly to encourage people to log onto www.mcdonaldsarabia.com where they can record their chant in their own special, creative way. Once recorded, votes from others visiting the site will be captured and the participants with the highest number of votes in each market will win an iPod Touch.

 

The integrated campaign which includes online, outdoor and online banners has been rolled out in two phases with the first phase breaking on 17th January with the 'Tell your Big Mac Story' TVC which ran for three weeks.

 

The creative idea behind the first part of the campaign 'Tell your Big Mac Story' campaign taps into the fact that people have had some of their most interesting moments with a Big Mac in hand. The campaign invites people to share their 'Big Mac' memories and personal stories online which will then be judged by the online community. The authors of the highest voted story in each market will win a MacBook Air. The TVC accompanying the campaign shows a series of people tucking into Big Macs with friends or family, with an accompanying voiceover in which a dialogue ensues with the hero of the film, their burger. Tagline, 'Nothing compares to you, Big Mac, An Epic Story....and You, what's your story?'

 

The online element for both phases of the campaign is accompanied by outdoor and in-store material with all communication driving people to the website. In addition 'Chant' will see a roll out of print and promotion elements.

 

Said Kamal Dimachkie, Managing Director, Leo Burnett UAE, Kuwait and the Lower Gulf, "The whole concept behind this campaign is an emotive one, it compels people to develop a relationship with their burger and ultimately the brand. It sounds bizarre but it works! It goes one step further and engages consumers, encouraging them to share their 'Big Mac' moments or deliver their 'Chant' online and subsequently build their own content. This is the real story, people building brands through innovative communications channels."

 

McDonald's Middle East & Africa Managing Director, Yousif Abdulghani, said, "The new partnership with Leo Burnett for our Gulf markets has started in a strong way, featuring the McDonald's iconic Big Mac. Leo's first campaign is strategically driven and consumer focused both principles which we believe in as a business. We believe with Leo Burnett's local knowledge and connection to the wider international network we will be able to take McDonald's brand to the next level in our region."