This idea is perfect, at least we think so, for promo and activation as it does both. We had to promote new smoothies at McDonald's and drive sampling. In order to do this we activated people to play against every touch point in the campaign. Please see the case film or read below.

1. We made the vest. 2. We put the vest on reindeer in Dalarna in Sweden. 3. We let reindeer run free with the vests in order to let motorists be able spot a reindeer with the vest on, to be reminded of the wildlife residing along roads and the importance of taking breaks while driving. 4. We made a little film about it and released it in social media, to further increase awareness.

Campaign awareness was 84% within the target group. The impression that McDonald's is a modern company increased to 75% (norm 53%). The campaign tells something new about McDonald's increase to 76% (norm 39%). Intent to visit increased to 45% (norm 17%). Sales 18% over estimate.