The situation in which Chile finds itself is that for the first time after two periods it does not go to the World Cup, so the atmosphere is sad, but McDonald's is sponsoring the event worldwide, so we cannot be away from the communication that this appointment means.

To generate an engagement and interaction to the brand as an World's Cup sponsor, adding us to soccer's party.

Increase the sales of Quarter Pounder launching a limited edition of Quarter Pounder Bacon during World`s Cup time.

Taking this into account, we tried to do an action that will achieve re-enchanted the people with the soccer World Cup, with the aim of communicating that if the world cup does not come to us. We go to it and to involve people to ask for a Quarter Pounder.

72% of Chileans like soccer, a figure that decreased 13 points in 2014,

last year in which Chile participates in a soccer world cup. (GFK adimark)

The audience in the transmissions of the matches varies almost 50% depending on whether Chile qualifies or not to the World Cup (source: Ibope)

The creative idea revolves around putting together two media, TV and OOH,

with the aim of taking the World Cup to the streets and re-enchanting the fans with the planetary event, where even though Chile is not classified, McDonald's is a global sponsor.

Due to the little interest that the Chileans presented to the World Cup, we took the event to the street so that everyone could experience the soccer party.

The target is all those passionate about soccer, when Chile is classified it generates an interest of almost 100% , conversely for the case of Russia as Chile does not qualify, the interest decreases considerably, but it is still greater than 50% of the population.

We transformed 5 bus stops into small stadiums, in which we modified the seats converting them into galleries and we intervened the structure of the element to install a television that transmitted all the games of the World Cup live.

The period of time that the intervention was carried out during the whole Russian World Cup 2018.

Total sale of combos increased by 5%, combo classics with a 61% of participation, combo Quarter Pounder and Double Quarter with a participation of 20% on the total of combos.