CAMPAIGN PLACEMENT FOR ANNA UND DIE LIEBE by TBWA\ Berlin for McDonald's

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CAMPAIGN PLACEMENT FOR ANNA UND DIE LIEBE

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Industry Fast food
Media Direct marketing
Market Germany
Agency TBWA\ Berlin
Art Director Tomas Tulinius, Lucio Regner
Copywriter Vesna Koselj
Photographer Tom Wagner
Released September 2010

Credits & Description

Category: Retail & E-Commerce, including Restaurants
Advertiser: McDONALD'S
Product/Service: McCAFÉ
Agency: TBWA\BERLIN
Date of First Appearance: Sep 29 2010
Entrant Company: TBWA\BERLIN, GERMANY
Advertiser's Supervisor: Rainer Saborny/Susan Schramm/Thomas Ostermeier (McDonald's)
Chief Creative Officer: Stefan Schmidt/Kurt Georg Dieckert (TBWA)
Creative Director: Vesna Koselj/Tomas Tulinius (TBWA)
Art Director: Lucio Regner/Tomas Tulinius (TBWA)
Strategic Planning: Simon Walter/Sonia Lago/Mathew Gentile (TBWA)
Copywriter: Vesna Koselj (TBWA)
Design: Veit Moeller/Andrew Morgan (TBWA)
Interactive Producer: Elin Svegsjoe (TBWA)
Programmer: Thomas Michelbach/Torsten Bergler/Kay Siegert (TBWA)
Digital Design: Torsten Bergler/Frederik Frede (TBWA)
Deputy Managing Director: Jan Dreyer (Heye OMD)
Group Head Planning: Mareen Naupert (Heye OMD)
Director Planning: Bjoern Deuter (Heye OMD)
Account Manager: David Barton/Daniel Muench/Alexis Mardon (TBWA)
Print Producer: Katrin Dettmann (TBWA)
Art Buying: Martina Kersten (TBWA)
Photographer: Tom Wagner
Media placement: Campaign Placement In TV Series - Sat.1 / Anna und die Liebe - 29.09.2010

Describe the brief/objective of the direct campaign.
The laws in Germany changed to allow product placement and McCafé wanted to use this opportunity to help launch its’ new brand campaign and help McCafé become more connected to its’ core audience. This opportunity was used to develop a completely new media idea: Campaign placement. Instead of only placing a product, a whole rebranding campaign was “placed” on TV and then continued in OOH, online and social media.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The virtual advertising agency “Broda & Broda”, of one of Germany’s favourite telenovelas, “Anna und die Liebe”, was set up to pitch for the McCafé account, and develop the new brand campaign. Show’s fans were invited to help on Facebook. Then fiction became reality – the poster developed on the TV show launched the new campaign in real life. The first fans that uploaded the photo of it were awarded a free coffee, back at the McCafé restaurants.

Explain why the creative execution was relevant to the product or service.
Online banners were used to get the message across.