McDonald's Promo, Case study MCKIPPUR by Yehoshua\TBWA Tel Aviv

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Industry Fast food
Media Promo & PR, Case study
Market Israel
Agency Yehoshua\TBWA Tel Aviv
Executive Creative Director Amit Stoler
Creative Director Tomer Polishuk
Released September 2010

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: McDONALD'S
Product/Service: McROYAL
Date of First Appearance: Sep 19 2010
Entrant Company: YEHOSHUA/TBWA, Tel Aviv, ISRAEL
Chief Creative Officer: Edo Kariv (Yehosua / TBWA)
Executive Creative Director: Amit Stoler (Yehosua / TBWA)
Creative Director: Tomer Polishuk (Yehosua / TBWA)
Artistic Director: Ziv Almog (Yehosua / TBWA)
Account Vice President: Erez Barckatz (Yehosua / TBWA)
Media placement: Outdoor Live Billboard - Billboards On Main Roads In Cities - 19-20.9.2010

Insights, Strategy & the Idea
Yom Kippur is the holiest day of the Jewish religion. A day of prays suffering and especially a day of fast for all Jews. Naturally it is the only day of the year in which MCDONALDS Israel closes its restaurants. We decided this is a perfect day to advertise the McRoyal. We decided to use two features of this day - the fast - which creates great hunger and the fact that no care are on the roads and many Israelis use it for cycling and walking on main roads. We created a unique campaign targeting hungry Israelis cycling on main roads specifically choosing billboards inside cities making them into live billboards counting in real-time towards the end of the fast.

Creative Execution
We picked strategic locations of billboards for this campaign located on main roads within the city where we knew people are cycling and walking during Yom Kippur- in which no cars are allowed on the roads. We changed these billboards to clocks counting backwards in real-time towards the end of the fast - placing a huge McRoyal burger (the name of the quarter pounder in Israel) with the headline: hungry, he?
By that we took people by surprise using an ordinary media in a unique way and in a time and place they didn't expect - while the restaurants are closed and making them hungrier and eager for the end of the fast and the opening of the restaurants.

Results and Effectiveness
In Israel there is a saying that the year has only 364 days because Yom Kippur is not even considered a day for work and advertising. So of course using that day for special advertising made lots of buzz. TV stations' newspapers advertising blogs and more talked about it mentioned it and made this unique advertising bigger than it was, to our surprise the sales also jumped in almost ten percent compares to Yom Kippur in the year before!!!