Coinoffers is a range of products aimed at teenagers and young adults primarily. But the target audience bought Coinoffers because it was cheap and convenient – not because they related to the brand. This needed to change, so DDB created the campaign “Coin Hunting” for McDonald’s. McDonald’s put out 1.000.000 digital coins in the entire country for free for people to scan using the Coinoffers app. 1 digital coin = 1 DKK and you can scan up to 4 coins per day, when the campaign runs. You can for example buy one Cheeseburger for 10 DKK, so you wouldn’t have to scan many coins in order to get a free burger at McDonald’s.
I’ve worked on the campaign in each burst in the 3+ years it’s been running, updated the logo, updated the icons for the digital coins as well as drawing new ones, done various elements for print – POS and outdoor and much more, Flash banners, web images and some Facebook tab pages. Below are some examples of what I’ve done through the years.
DDB Copenhagen’s campaign for Coinoffers won the “Integrated” and “Mobile” categories at Danish Internet Award/DIA 2012. The campaign won gold and silver in the categories: “Integrated Campaigns”, “Events & Digital Events”, “Digtial Campaigns” and “Brand Driven Apps & Utilities” at CCA 2012. It also won a Bronze Lion in the category “Best Integrated Campaign Led by Mobile” at Cannes Lions 2012 and another Bronze Lion in the “Best Use of Integrated Media” category. In 2013 it won a Silver Lion in Cannes for the latest burst entitled “Click for Coins”. And in late 2013 it won the Gran Prix in Advertising Effectiveness Award.