In early spring of 2020 the pandemic began to spread in Russia yet there was still no national anti-covid-19 campaign on air. Virus was spreading fast. Our task was to deliver the message that McDonalds cares about the health of people and, of course - to help to slow down the spread of the virus.

We placed our ad as an unskippable preroll. Everything that you see in it - someone thoroughly washing his hands and a title: 20 seconds you can't skip.

The unskippable preroll lasted exactly 20 seconds- ?the minimum amount of time the soap needed to kill the virus

The main strategy was to save the business by any means. People were extremely scared and we needed to address to a maximum amount of people that McDonalds is a brand they can trust these dark times.

We communicated with the audience of online video platforms - people 16-45 years old

We chose YouTube and Yandex Video platforms as our main media and aired our film as an unskippable preroll. It was on air for five weeks from 25.03.2020 to 30.04.2020 and totalled 125 millions unique views.

More than 75 million people watched our preroll to the end.

500 mln media reach.

We have improved our positions in brand ratings:

“Consumer social responsibility” indicator: growth from 51% to 55% *

In the “Favourite brand” rating we have moved up from 20th to 15th place **

We saw an increase in brand trust

“I trust this brand”: growth from 58% to 64%***

“This brand cares about customers»”: from 66% to 71%***

*Brand Reputation Report, 2020

**http://www.top20brands.ru

***POST launch tracking, from 05.08.2020 to 31.08.2020, by Ipsos Russia

The campaign became the 3rd most noticeable during the pandemic in Russia.