LANGUAGE TAKEOVER by Fortune Promoseven Dubai for McDonald's

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LANGUAGE TAKEOVER

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Industry Fast food
Media Case study
Market United Arab Emirates
Agency Fortune Promoseven Dubai
Service Agency UM
Released January 2013

Awards

Dubai Lynx 2013
Media USE OF MAGAZINES/NEWSPAPERS SILVER

Credits & Description

Client McDONALD'S
Product TASTES OF THE WORLD
Entrant UM DUBAI, UNITED ARAB EMIRATES
Type of Entry: Media: Use of Media
Category: USE OF MAGAZINES/NEWSPAPERS
Title: LANGUAGE TAKEOVER
Product/Service: TASTES OF THE WORLD
Advertising Agency : FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Agency : UM DUBAI, UNITED ARAB EMIRATES
Entrant Company : UM DUBAI, UNITED ARAB EMIRATES
Name Company Position
Irfan Ibrahim UM Media Director
Samran Waheed
Jithesh Kumar UM Operations Director
Mohamad El Ghousin UM Media Supervisor
Maroun Bakhos FP7 Account Director
Mohammed Rizwan FP7 Senior Account Executive
Results and Effectiveness:
For the first time ever, the front page of a major daily newspaper in the region came in a different language. This not only created buzz amongst the industry, but also became the talk of the town in various conversations. Day after recall among newspaper readers showed that 77% recalled the execution, with 82% recognizing it as a McDonald’s ad. 54% said they intended to try the product after seeing the ad.(Source: CATI dipstick in collaboration with Khaleej Times) In terms of sales, 3 of the "Tastes of the World" burgers sold out in 2 weeks of their launch.
Creative Execution:
We employed strong multimedia campaign with a massive presence all across town to ensure that we enticed the TG in the most popular of touchpoints. But we knew it wasn’t enough and therefore we set out to do something extraordinary in a media that has the highest power to create immediacy and announcement. Print media remains one of the key category-drivers and delivers the highest audience exposures. We took the entire country by surprise which literally made front page news. Front page news on one of the most popular dailies came in a different language! Starting with the Asian Chicken, the entire front page of Khaleej Times was transformed from English to Chinese (Mandarin) for the day. Every subsequent sandwich launch was transformed into the language of the particular region it represented. This was followed by the eye opener that revealed the sandwich and the reason for the language transformation.
Insights, Strategy and the Idea:
McDonald’s UAE launched the new “Tastes of the World” platform, with four new burgers from around the world. Each burger was available in store for 3 weeks only.The products were launched one after the other. McDonald's historically has been relying on existing menu products (Big Mac, Quarter Pounder, etc) while competitors have been launching a lot of new products. With the Tastes of the World, McDonald's was finally launching somthing that was new and out of the ordinary. Our objective was to build excitement and hype around McDonalds “Tastes of the World”, since it was the most anticipated new offering for a long time. These new sandwiches were on offer for a limited period therefore we had to ensure that each burger met sales targets within the 3 weeks it was available.