Content: McDonalds

Out of Home advertising: right place, right time
McDonald's "Grand Big Mac"

Customer

McDonald's Schweiz regularly surprises the market with eye-catching poster advertising. Last year, Switzerland's largest restaurant chain once again went for classic Out of Home advertising for the temporary extension to the classic ''Big Mac'' line, and presented the difference in size in a humorous way.

 

The challenge

Switzerland's favourite burger was to be made more appealing to a new generation of customers by means of a limited edition, without itself being overshadowed. The advertisement had to convey an unmistakeable message in a clear and simple manner, with a touch of humour.

 

Implementation

  • Media mix: Out of Home advertising, TV and print – emphasis on Out of Home

  • Out of Home advertising formats: wide format F12, city format F200L, large format F24

  • Out of Home advertising presence along the commuter routes and in the proximity of outlets throughout Switzerland

  • Clever presentation of the message

  • Measurement of advertising effectiveness using the post-test PPI from APG|SGA

     

 

Result

With a strong emphasis on ''hunger'', the poster campaign generated a high level of awareness resulting in PPI top values for recall and brand awareness. The clear contrast and food appeal of the poster design also support this broad effect. The successful target group address was also reflected in even better figures for the fast food consumers surveyed.

 

 

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Clear product benefit
+ striking design
+ higher food appeal
= more effective poster campaign

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