Page 44 - Internationalist Magazine 2013 66

Luxottica,
Our solution was a real time strategy computer game:

Ray Ban Boiler The Quest for Oil. Drilling 12 into the planet, crossing
Room,
immensely dense layers of earth and rock and hitting

OMD International the target with a precision of inches were the themes
(Multinational)
of the game, all with a goal of giving people unique
Based on current insights into a highly technological industry and

tracking we know provide an involving hands-on experience in which
Ray-Ban is blessed with you can engage and learn. To date the game has been

huge understanding
downloaded 113,827 times.
and brand recognition across every major region. The

challenge is no longer creating excitement around

the brand but maintaining it. In 2013, Ray-Ban isn’t
just competing against other sunglass brands; they’re

competing for share of mind in the space of “cool”,
with brands such as Vans, Nike, and Apple. The target

audience are the purposefully creative - young, cool
urbanites living on the edge. In order to remain on top,

it was critical Ray-Ban engaged their audience in an
authentic way, offering experiences and content truly

valuable to them. Aligning with key passion points Ray-
Ban decided to connect through one their most cardinal

– Music. Ray-Ban went to work with the freshest,
McDonald’s,
Swedish Wraps
fastest growing, most innovative music platform out
there – Boiler Room, a live music streaming platform OMD Sweden (Local-multi)

from the UK steadily growing traction in the States. With an objective of driving visits during peak
Partnering with them for South by South West, they lunchtime hours the McWrap was chosen as the vehicle

co-created a VIP line up for the festival. An intimate VIP to drive these visits. The main barrier to success was
concert was teased through Boiler Room and Ray-Ban’s fragmentation of the lunchtime market. To change

social media channels driving astonishing engagement. lunch buying behavior patterns and convey the message
Almost 15,000 online event RSVPs were received, each that McDonald’s a famous and beloved burger joint also

posted to the recipients Facebook newsfeed. To date the offers wraps was a challenge that needed an innovative
solution. The McWrap is easy to eat on the move and
performances have been watch a further 170k times on
Youtube, with an on-going legacy of the event.
can be eaten with one hand. To reach people on the go
and visualize McWrap as the product you can easily

bring with you was the campaign goal. The McDonald’s

app already had a large audience over, 100K users, so
Maersk (AP
to engage with and leverage this audience in a new and

Moller),
innovative way McDonald’s implemented the use of a
Quest for Oil,
‘Hands On’ app mechanic to inform app users about the

FRND+
new McWrap.
Serious Games
To complete the challenge, participants had to: download

(Multinational)
the McDonald’s app, ind a virtual McWrap via the
maps feature, hold a inger to the virtual McWrap
Maersk is the largest shipping company in the world,
but is known by few outside the industry. The company without letting go until you reach the closes McDonald’s

heritage and corporate mantras of ‘constant care’ and restaurant and claim your free McWrap. This ‘Hands
‘silent living’ has kept Maersk from engaging in major On’ approach lead to the sales of McWraps during the

communication and branding initiatives towards the launch performing at 31% above estimated goals. There
broader public. Over the next years the company is was extremely high engagement and to date 100,000

focusing investments into the oil and gas division.. free McWraps were redeemed. Footfall increased
These efforts required a break with Maersk’s traditional signiicantly increased and McDonald’s lunchtime

approach to communication. How should Maersk position was successfully defended.

position itself amongst the broader public, and provide
the insights necessary in order for people to grasp the

scope of one of the world’s most challenging industries?

42 the internationalist