Creative Partner: Leo Burnett Pte. Ltd. Think out of the box for innovative TV, buy to drive ad impact and higher sales, at the same time, maximize cost efficiencies. Aim to increase McDonald’s awareness and maximize sales potential, we proposed and negotiated an exclusive, one-year long sponsorship on ALL public holidays Jan to Dec. The package includes commercial airtime in all holiday programming and customized McDonald’s greeting messages through the day. This is the one and only type ever executed in Singapore. McDonald’s could advertise various messages, brand, promotions and products all day. Most importantly, it blocks out competition during these key business peaks.

Package has 250% return of investment. Also pioneered the sponsorship buy with a guaranteed Cost-Per-Tarp (CPT) contract.

Results: Improves McDonald’s Cost-Per-Tarp by 20% Vs normal spot buy over the public holidays. Consumer response is up 10% higher than projected. With the guaranteed CPT basis, working in the sponsorship, McDonald’s CPT is down by 8% Vs year 2000. The sponsorship has certainly increased overall TV efficiencies because we have negotiated an excellent deal for McDonald’s and the value gained from it far exceeded spot buys given the same budget. The idea originated from the media team: to create a sponsorship idea that is totally new and has not been done before. Explore idea with a TV station and push for it to happen. We created an exclusive sponsorship program that is integrated into the client’s marketing strategy to drive business peaks. We understand client’s business and recognize that public holidays and weekends are key business peaks for McDonald’s. Public holiday programming on TV is usually well received by viewers, with better reach and, therefore, ratings. We see an opportunity to drive efficiency and move media weights towards key business peaks. Despite the monopolistic TV scene in Singapore, we strive for creativity and innovation to maximize the media dollar and drive sales.

The idea originated from the media team: to create a sponsorship idea that is totally new and has not been done before. Explore idea with a TV station and push for it to happen.