McDonald’s commands the dominant position among fast food outlets in Hungary. They mostly target families with their communication, however their teenager, young adult customer base is also very strong. In order to be able to break through, which was impossible from a media spend standpoint, we needed a very strong idea that would rapidly build awareness of the Club Sandwich in a cost effective and highly targeted way. As McDonalds was not talking specifically to this target audience we felt that our filling this gap could result in gaining a potentially very loyal customer base. Besides the regular media channels (tv, radio, print, outdoor), we were aiming to reach the target audience through non-traditional communication channels, where the message could have a stronger impact and relevance. The idea was to connect the product to an already existing brand name and concept. The CD sponsorship consisted of a mix of different, unusual channels, that helped us to create emotional links with the target group.Starting with this sponsorship, the strategy was to use music as a key link to our primary target audience. The plan was to continue the Club Sandwich series sponsorship and exploit all future opportunities around this. In addition it was planned to extend the association with music in the restaurants, with juke boxes and TV screens being installed to play MTV all day long.Unfortunately the holding company decided to sell the Quick chain just one month after the campaign had begun, so the remaining activity was suspended and we had no access to the campaign’s sales results. What we do know however is that the album-related events attracted huge interest among teenagers, all of whom would have been heavily exposed to the promotion. Our client Quick Fast Food Restaurants targets teenagers and young adults. Mediaedge:cia wanted to find a media vehicle to create an emotional link with the target group, by associating the brand with one of their favourite passions, namely music.

A series of brainstorms and research lead to the idea of using the already existing ‘Club Sandwich CD’ series (issued twice a year) and connect the product to it, therefore giving the product a personality. The CD series, featuring dance hits mixed by two famous Hungarian DJs Naksi and Brunner, is massively popular among the young and teenagers.We negotiated a unique ‘Quick Club Sandwich’ product shot to appear on the cover and a Quick logo on the back of the latest release in the series, as well as inserts of Quick money-off coupons in each CD and cassette. The album was hugely successful, reaching gold album status, through sales of 20,000 CDs and cassettes. Never before had a company ever negotiated such a media deal with a CD label and thus Mediaedge:cia can genuinely say that it pioneered a new media vehicle. When negotiating this unique sponsorship deal, we made sure that we would maximise its potential as a media vehicle, by incorporating the following elements within our plan:CD/cassette case - actual Quick Club Sandwich packshot- Quick logo on the back - Quick coupons in each CD/cassetteCD/cassette launch support with Quick logo and Club Sandwich packshot - print ads in targeted magazines - A1 size posters in the shops as well as on the street- free postcard campaign in bars, clubs and cafés.

And to create additional hype the launch of the compilation was supported by: -- CD signings by the DJs in a key Quick restaurant- DJs behind the counter were selling Quick products for a few hours- sponsorship of Club Sandwich parties, where the two DJs played.

The campaign provided a 360 degree marketing contact with the target audience in their chosen environment. We used the most relevant channels for the most relevant messages at the most relevant time!

Our client Quick Fast Food Restaurants targets teenagers and young adults. Mediaedge:cia wanted to find a media vehicle to create an emotional link with the target group, by associating the brand with one of their favourite passions, namely music.

A series of brainstorms and research lead to the idea of using the already existing ‘Club Sandwich CD’ series (issued twice a year) and connect the product to it, therefore giving the product a personality. The CD series, featuring dance hits mixed by two famous Hungarian DJs Naksi and Brunner, is massively popular among the young and teenagers.We negotiated a unique ‘Quick Club Sandwich’ product shot to appear on the cover and a Quick logo on the back of the latest release in the series, as well as inserts of Quick money-off coupons in each CD and cassette. The album was hugely successful, reaching gold album status, through sales of 20,000 CDs and cassettes. Never before had a company ever negotiated such a media deal with a CD label and thus Mediaedge:cia can genuinely say that it pioneered a new media vehicle.