Cannes Lions
TBWA\PARIS, Boulogne-Billancourt / MCDONALD'S / 2014
Overview
Entries
Credits
Execution
The media team decided to maximize the impact of these extreme close-ups by introducing them into the daily life of consumers. The campaign had to create desire, to surprise, and of course drive consumers in-store. We overexposed the campaign in mass media to ensure an optimized visibility for our 15-49 year-old target.
Everybody saw the campaign during summer: in the streets with 4x3m posters around cities and in bus shelters to create a proximity with consumers during their daily routine. And in press magazines: special poster formats in « Les Inrocks » or double page spreads in ELLE, CLOSER… to make a big impact.
Outcome
The campaign had a huge and positive impact.
All the media spoke about it.
Everyone recognized it: 99% of the people who saw the campaign associated it to the brand
And most of all, the clients enjoyed it – with sales that soared between 8% and 18% for the different products.
THE MORAL OF THE STORY
It pays to be bold, and we’re lovin’ it.
(Hope you recognized us!)
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