Adsarchive » Promo , Case study » McDonald's » CAMPAIGN PLACEMENT FOR ANNA UND DIE LIEBE


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Industry Fast food
Media Promo & PR, Case study
Market Germany
Agency TBWA\ Berlin
Creative Director Frederik Frede
Art Director Tomas Tulinius, Lucio Regner
Copywriter Vesna Koselj
Photographer Tom Wagner
Released September 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: McDONALD'S
Product/Service: McCAFÉ
Date of First Appearance: Sep 29 2010
Advertiser's Supervisor: Rainer Saborny/Susan Schramm/Thomas Ostermeier (McDonald's Germany)
Chief Creative Officer: Stefan Schmidt/Kurt Georg Dieckert (TBWA Berlin)
Creative Director: Vesna Koselj/Tomas Tulinius/Frederik Frede (TBWA Berlin)
Art Director: Lucio Regner/Tomas Tulinius (TBWA Berlin)
Strategic Planning: Simon Walter/Sonia Lago/Mathew Gentile (TBWA Berlin)
Copywriter: Vesna Koselj (TBWA Berlin)
Deputy Managing Director: Jan Dreyer (Heye OMD)
Group Head Planning: Mareen Naupert (Heye OMD)
Director Planning: Bjoern Deuter (Heye OMD)
Technical Planning: Torsten Bergler/Frederik Frede (TBWA Berlin)
Account Team: David Barton/Daniel Muench/Alexis Mardon (TBWA Berlin)
Interactive Producer: Elin Svegsjoe (TBWA Berlin)
Design: Veit Moeller/Andrew Morgan (TBWA Berlin)
Photographer: Tom Wagner
Programmer: Thomas Michelbach/Torsten Bergler/Kay Siegert (TBWA Berlin)
Print Producer: Katrin Dettmann (TBWA Berlin)
Art Buying: Martina Kersten (TBWA Berlin)
Media placement: Campaign Placement In TV Series - Sat.1/Anna Und Die Liebe - 29.09.2010
Media placement: OOH - Billboards all around Berlin - 29.09.2010
Media placement: Online - Facebook - 29.09.2010

Insights, Strategy & the Idea
Development of a brand relaunch campaign that brings the brand’s newly developed claim to the hearts of an important audience for McCafé – 18-30 year old fans of Germany’s most popular telenovela „Anna und die Liebe“.

Although the undoubted number 1 in the German coffee shop market with over 740 chains throughout Germany, McCafé has struggled to build an emotional bond with consumers. But since the product placement regulations changed in Germany, McCafé used this opportunity to create a completely new form of advertising that helped the brand establish this emotional bond with its audience.

Creative Execution
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.

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.

Results and Effectiveness
Instead of only appearing in a 30 second commercial, the McCafé brand idea became integral part of popular content throughout five episodes of Anna und die Liebe. The development of the campaign in the show has been followed by 1.8 million people – reaching a total market share of 17.3 %.