An ATL campaign was developed; at the heart of it was a giant kids’ playground in Sydney’s CBD. To extend this idea and get our “city cynics” interacting with our brand ‘Play in the everyday’ was rolled out in 4 high traffic locations.

Train station entrances were enlivened with ‘slippery dip’ slides, playground swings, boppers and Birdie, Grimace, Ronald and Hamburgler. To create mass scale we captured on camera adults dropping their guard, and revealing their inner child. This footage was converted into 5” and long form video footage and pushed out through the following channels: -During colourless TV shows and online news and drama.

-Via ‘word of mouth’ digital; social websites, entertainment websites, blogs & forums.-Seeding video footage and content generating over 1.5 million unique views.-Sponsorship of “ X-Factor” capturing contestant playful moments juxtaposed against the stresses of the competition.

The campaign produced the most profitable single week in Australian history.Brand Trust increased by 3 percentage points. A huge result, given how difficult this measurement is to shift for such a well-established brand like McDonald’s.Love was recaptured! The campaign saw a 14.8% increase in the measure “A brand for people like me” and achieved +3% comparable sales growth year on year (YOY). The McDonald's brand team had projected negative - 1.24 in sales YOY because the previous year saw the launch of the Angus Beef burger which was the most successful product launch in McDonald's history to date.