McDonald’s latest spice fest created a buzz across nine prime markets with its high visibility outdoor communication campaign. The launch of the new offering was actively supported by a 360-degree holistic marketing campaign that debuted in April with a mix of TVC, print, outdoor and in-store promotions. Milestone Brandcom executed the OOH campaign at strategic locations with a variety of interesting innovations.
The OOH campaign was executed from early April across 200 touch points. Besides creating impact with large format billboards and gantries at key junctions and arterial roads, the campaign reached out to the targeted audience in an effective way with various high reach media such as bus shelters, railway foot-over-bridges and utilities.
Commenting on the new campaign, Rameet Arora, Senior Director Marketing, McDonald's India (West & South) said, "We have tried to communicate the variety of spice in a fun way whilst showcasing our freshness and quality products, which is something we are very proud of at McDonald’s. We aim to be our customer’s first choice and are taking brand McDonald’s to the next level by providing our customers with products and campaigns that are new, and innovative.”
The spicy innovations
A burning billboard was created at Mahim causeway; the innovative concept of revealing the product was carried out on a billboard of the size 40ft x 20ft for a period of seven days and included five flex changes.
Associating spices back to the days when Indian household women would dry chillies on the roof during summers, Milestone Brandcomm took up the atrium space in Mega Mall and Nirmal Lifestyle where a huge rounded platform was created surrounded by dried chillies carrying the McSpicy fest logo.
Local kirana store were also used as a medium of communication. Spice danglers and tent cards were placed in sacks of chillies for on-the-spot connect that made the audience turn around and notice the brand.
Milestone Brandcom also created some amusing communication platforms to engage with consumers on-the-go at the city bus stops. A teenage boy, who just bought himself a take-away McDonald’s McSpicy Burger, sat on the bench of the bus stop and savoured the spicy delight. On grabbing the initial first couple of bites of the burger, he broke into a profuse sweat and had smoke coming out of his ears. The bystanders were zapped and started taking photos and videos of him, thinking it to be an unusual spectacle. The activity made its way to various social media platforms. As a result, a simple but creative installation brought many curious visitors to McDonald’s outlets to try out the hottest range.
Innovative branding was also done on fire extinguishers. The idea was to drive home the point that the new spicy range is so fiery that you will need a fire extinguisher to cool yourself off. These fire extinguishers were installed in various ambient locations including McDonald’s stores and corporate and residential buildings in the vicinity of the stores to lure the audiences to the summer special delights.
Commenting on the campaign execution, Hanoz Patel, Founder Member and Managing Partner, Milestone Brandcom said, “Milestone Brandcom seized the opportunity to unveil this exciting hot range by bringing the most innovative brand connect with the consumers at relevant touch-points. The most disruptive communication by all means touched the consumers on multiple fronts at the last mile including malls, spice markets, local kirana (grocery) stores, from McDonald’s outlets right up to their residential premises”
“While one could see a heat wave in the summers in India, Milestone Brandcom further built on the spicy offering with an innovative execution around the hot and spicy burger burning up a billboard on every bite or using the fire extinguishers to put out the fire as a result of savouring a hot and sizzling McSpicy delight,” he further added.
To watch the campaign video, please click here