World Out of Home Organization Awards 2023 『Take a chance!』 wins 1st place in the Digital Creative category
LIVE BOARD, INC. is pleased to announce that our entry "Take a Chance!" (Advertiser: McDonald's Japan) has been awarded WINNER in the Digital Creative category at the "World Out of Home Organization Awards 2023" held in Lisbon, Portugal on Thursday, June 8, 2023.
◆WINNER in the Digital Creative category
Title：Take a chance!
Initiative Details:
Due to the COVID-19 pandemic, opportunities for people and things to meet have decreased, and daily life has become routine. Even when choosing a meal, the psychology of seeking familiar comfort often leads to ordering the same thing, accelerating the "menu fixation" mindset. The dissatisfaction and fatigue of young people were also reaching McDonald's official Twitter, adding a sense of stagnation to what should have been an enjoyable lunchtime. In order to ignite people's sense of adventure, McDonald's developed "changing QR codes" that create unexpected encounters with menu items, overlaying multiple QR codes linked to the menu. These were broadcasted on digital out-of-home screens nationwide in Japan, adapting to real-time changes in climate, time, and other factors. When scanning the changing QR codes with a smartphone, random menu recommendations were provided, and users could directly place orders through mobile ordering. This initiative provided an exciting experience that broke the routine and offered unexpected thrills during lunchtime, transforming the sense of stagnation caused by the "menu fixation."
Initiative Period: April 11, 2022 - April 24, 2022
Advertiser: McDonald's Japan Corporation
Advertising Company: Dentsu Inc.
Creative Production Company: Dentsu Creative Cube Inc.
Media Company: LIVE BOARD, INC.
Ad Server provider: Hivestack Japan,Inc.
Introduction Video: 🎥 https://youtu.be/LbmnhgN1dqo
◆Judges' Comments
The content of the measures was wonderful, and where everyone in the world was closed and traumatized during the pandemic, they developed their own QR code and successfully created a sense of doing something interesting and new (to the menu) in the world. The best part is that it not only provides a playful experience, but also leads to a visit to the store. Very fantastic and sustainable, and we appreciated it.
