The laws in Germany changed to allow product placement and McCafé wanted to use this opportunity to help launch its’ new brand campaign and help McCafé become more connected to its’ core audience. This opportunity was used to develop a completely new media idea: Campaign placement. Instead of only placing a product, a whole rebranding campaign was “placed” on TV and then continued in OOH, online and social media.The virtual advertising agency “Broda & Broda”, of one of Germany’s favourite telenovelas, “Anna und die Liebe”, was set up to pitch for the McCafé account, and develop the new brand campaign. Show’s fans were invited to help on Facebook. Then fiction became reality – the poster developed on the TV show launched the new campaign in real life. The first fans that uploaded the photo of it were awarded a free coffee, back at the McCafé restaurants.

Instead of only appearing in a 30 second commercial, the McCafé brand idea became an integral part of popular content throughout five episodes of Anna und die Liebe. The development of the campaign in the show has been followed by 1.8 million people – reaching a total market share of 17.3 %.