Big Deal

Cinema, digital, Experiential, OOH, TV

McDonald’s faced a problem. Generation Z were proving difficult to attract and increases in competitor spending resulted in a negative trend for the first time in the Eurosaver platform. McDonald’s needed to tell a story relevant to this target audience and create a point of difference to separate it from competitors.

Insight

Our target audience makes a big deal out of trivial events. Our message was clear, why make a big deal out of small matters when you could get a real big deal at McDonald’s.

Disruption®

Rather than speaking at them, our campaign spoke to the target audience on their terms through TV, VOD, Cinema, OOH, Digital and Experiential media. At the heart of the communications was the message that McDonald’s gets what they are going through. Sympathetic to their tendency to over dramatise situations that are often not justified, we played on this in a humorous way to highlight a win for them.

Results

We helped McDonald’s get in touch with Generation Z. For more specific details on this campaign and to open a conversation on how we can help your brand or business, say hello. You’ll find us ready and waiting on hello.dublin@tbwa.com.

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