The Challenge
Young people are a vital target group for McDonald's.
Therefore, the connection with Generation Z, for example, must work.
Demanding audiences want to be seen and heard and to feel that the brand is relevant to them. It was time to show that McDonald's is part of the everyday adventures of this age group, at least at some point in their day - and to do it in a style they can relate to.
The Idea
Young people are always on the hunt for adventure, whether in the digital or physical environment.McDonald's is along for the ride, either as a destination or a pit stop. We made visible the moments where McDonald's matters.Even for a small amount of money, you can find a set for every moment at McDonald's - feel free to place your order.
Everyone has their own favourite order at McDonald's. In addition, every moment is a different order to suit the mood of the moment. When it came to young people, the solutions to the different moods and moments were sought in the range of inexpensive products - this group usually has the thinnest wallets.
The films are about everyday moments, summed up by the phrase behind which you can find a set of McDonald’s foods that is just right for the situation - for example, a guy with a heart ache who needs a "This time I'm really going to get over it" set. By first identifying your feelings, you can feel your order.
The Results
Ad recognition went from an all-time low to an all-time high. Advertising efficiency followed and Telmore Play sales numbers increased by 50%. Telmore now have a communication platform with a look that reflects their core value and shows a commitment to being the smart choice in telco.
