We used the global platform of Champions of Play and brought it to life in Indonesia through an integrated campaign.

We inspired the parents and kids about the fun of playing outside by using a heart-warming TV commercial.

A ‘RED BALL’ was used as the campaign icon. 30,000 red balls were given away with McDonald’s Happy Meals. Additional in-store material was distributed that could be turned into toys for playing outside.

Fun Play areas were created in 10 restaurants where kids could see their favorite games like Angry Birds and Mario come to life using the Red Ball. Vibrant colours and the popular Ronald Mcdonald character added to the verve and excitement.

To keep the parents engaged, we gave them bragging rights through our online scrapbook app. They could take pictures of their kids having fun outside with the red ball for a chance to win a trip to Legoland, Malaysia.

It worked. Families queued for the Happy Meal with the Red Ball. Kids had fun, families stayed longer in restaurants increasing the average cheque. Return visits increased and there was a lift in brand equity.

The participation went beyond our expectations:

2,733 participants in the 10 Mcdonald’s playgrounds

8,495 website visits, 45,731 page impressions in 10 weeks

30,000 Red Balls were taken up in record time

With participation, there was a positive shift in Consumer Desire:

As a place kids enjoy: 94% to 97%

As a place families enjoy: 70% to 79%

Resulting in phenomenal business results:

14% Sales Increase