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Industry Fast food
Media Print, Magazine & Newspaper
Market France
Agency BETC
Creative Director Benjamin Le Breton
Art Director Grégory Pierrain
Copywriter Arnaud Assouline
Photographer Laurent Seroussi
Strategic Planner Clarisse Lacarrau
Released February 2012

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: McDONALD'S
Product/Service: McDONALD'S
Agency: BETC
Global Creative Director: Stéphane Xiberras (BETC)
Creative Director: Benjamin Le Breton (BETC)
Art Director: Grégory Pierrain (BETC)
Copywriter: Arnaud Assouline (BETC)
Strategic Planner: Clarisse Lacarrau (BETC)
Photographer: Laurent Seroussi
Art Buyer: Isabelle Mocq-Orain (BETC)
Production Compagny: (Rita Production)
Media placement: Ambient - La Defense, Paris - 24/02/2012

Describe the objective of the promotion.
McDonald's was facing a paradox: despite very good business results, it had no real emotional link with French consumers. Our campaign's objective is to strengthen this emotional link, to demonstrate the fact that McDonald's is one of the only places where it is so easy to be yourself, wherever you come from.

In 2012, an outdoor campaign was launched to pay tribute to that unique and precious diversity of McDonald’s consumers.

The aim: capitalise on the brand campaign to create an event and 'drive to stores'.

The idea: “Everyday in our restaurant, you are our best ad“

Describe how the promotion developed from concept to implementation.
A giant cube set in one of the busiest places in Paris became an exclusive and ephemeral place of interaction between the brand and its consumers. For one day, consumers could be part of the campaign by integrating their faces with the digital screen of the cube.
As a call to action, the consumer was given a reduction coupon and received an email with the picture he took during the day.

- The brand invites people to become real actors of its campaign.
- The brand offers a promotion to its consumers through the reduction coupon

Explain why the method of promotion was most relevant to the product or service.
The event took place in la Défense, a place where people are always "solicited" by brands. However, McDonald's managed to catch the attention of passers-by by creating a real entertaining and spectacular event where people could be active actors and win some promotions.

Describe the success of the promotion with both client and consumer including some quantifiable results.
To date (March 20) we don’t have any business results as yet.

However we received positive reactions on the event:
"I loved being part of this event!"; "It was fun and entertaining"; "After this event, I wanted to go straight to a McDonald's"; "This event is so McDonald's"