Lurking monsters, code-breaking spies, dangling ghosts…and, hilariously, loose change inserting itself into the drama. McDonald’s Indonesia and Leo Burnett have reimagined gripping movie scenes to remind people that loose change is annoying so Get Rid of It with Menu Receh. In each exaggerated scene, characters are hindered by loose change. Coins spill and jangle, causing distractions and suspense.
The campaign promotes McDonald’s Indonesia’s Menu Receh (Loose Change Menu), that features affordable small bites, drinks, desserts, burgers and rice bowls, all starting from the bargain price of Rp 5,000 (USD$0.30).
“As a film-loving nation, we loved the idea of replicating blockbuster scenes to show that even tiny sums of money can unlock feel-good experiences for a Gen Z audience, who don’t have much money to spare, yet ironically, don’t value their spare change,” explained Ravi Shanker, chief creative officer of Leo Burnett Indonesia.
Cash is still widely used in Indonesia, although digital transactions are on the rise. Leo Burnett Indonesia discovered many Indonesians rarely spend their small change, viewing it as having little value or being a hassle to carry around. To turn a nuisance into a valuable currency, it looked to popular culture for inspiration, using loose change to symbolise McDonald’s commitment to affordability – a key driver for increasing restaurant visits.
Michael Hartono, marketing director at McDonald’s Indonesia, added, “Value has become crucial in today’s tough economic climate. In the digital payment age, we understand that the use of loose change has become less desirable, and somewhat neglected. However, we’ve discovered a shift in the meaning of ‘loose change’ that goes beyond the transactional to refer to anything that’s affordable and fun. We used this insight to build relevance for our ‘value’ platform, as it goes beyond mere transactions at McDonald’s.”
Are reimagined movie scenes beginning to be a trend in fast food advertising in APAC? The Leo Burnett campaign comes hot on the heels of Five Star Chicken’s recreated movie scene campaign by BBDO Bangkok.
Credits
Client: McDonald’s Indonesia
Director of Marcomms, CBI & Digital: Michael Hartono
Associate Director of Marketing: Caroline Kurniadjaja
Marketing Manager: William Karmawan
Assistant Marketing Manager: Allan Aji
Creative Agency: Leo Burnett Indonesia
CEO: Sony Nichani
CCO: Ravi Shanker
Creative Director: Amanda Sinta
Senior Copywriter: Oei Sonny
Senior Art Director: Levina Christy
Junior Art Director: Muhammad Yusuf
Business Director: Adnin Ardhias
Associate Account Director: Syah Mohammad Ramadhan
Account Executive: Cherisha Dewi Kiani
Head of Planning: Nilakshi Medhi
Planning Manager: Sakshi Sharma
Senior Planning: Randi Rakasiwi
Senior Project Manager: Vidiyanti Shariff
Senior Producer: Eva Ayu Karina
Production Company: Brava Production
Director: Dimaz Muktiarto
DoP: Deska Binarso
Executive Producers: Jamal B. & Jo Rivai
Post Production: ABOVE Space
Audio Post: Spacebar Audio Production
