Family Day Out / Golden Stage.
McDonald's Indonesia used Ramadan to urge families to give their time to elderly people isolated by the pandemic, through a film, priority tables in its restaurants and a stage for older performers.
- Brand
- McDonald's Indonesia
- Agency
- Leo Burnett Indonesia
- Market
- Indonesia
- Region
- Global
- Year
- 2022
The challenge
The pandemic left many elderly Indonesians lonelier, and the technology that kept others connected often passed them by. The campaign cited Central Bureau of Statistics figures that 9 in 100 elderly Indonesians would spend another Ramadan alone.
The idea
Leo Burnett Indonesia built the campaign in three parts. The film 'Family Day Out' shows a family making a lonely elderly neighbour feel like one of them, while 'The Golden Table' in 226 outlets gave older diners priority seating and a Golden Voucher for a free dessert or coffee for the oldest person at the table. 'The Golden Stage' turned McDonald's party rooms, usually used for children's parties, into stages where elderly people performed music, dance and other skills, released as a Hari Raya film.
Case study source: Campaign Brief Asia Source ↗
