McDonald's Promo, Case study THE DIGITAL ADVENT CALENDAR by TBWA\ Berlin

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Industry Fast food
Media Promo & PR, Case study
Market Germany
Agency TBWA\ Berlin
Creative Director Vesna Koselj, Lucio Regner, Frederik Frede
Copywriter David Oswald, Felicitas Olschewski
Strategic Planner Sonia Lago, Michael Zorn, Mathew Gentile
Released November 2010

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: McDONALD'S
Product/Service: McCAFÉ
Date of First Appearance: Dec 1 2010
Advertiser's Supervisor: Rainer Saborny/Susan Schramm/Thomas Ostermeier (McDonald's)
Chief Creative Officer: Stefan Schmidt/Kurt Georg Dieckert (TBWA)
Creative Director: Vesna Koselj/Frederik Frede/Lucio Regner (TBWA)
Art Directors: Philipp Migeod/Felicitas Olschewski (TBWA)
Copywriter: David Oswald/Felicitas Olschewski (TBWA)
Strategic Planner: Sonia Lago/Mathew Gentile/Michael Zorn (TBWA)
Project Manager: Elin Svegsjoe (TBWA)
Design: Veit Moeller/Ricardo Mueller/Andrew Morgan (TBWA)
Screen Design: Nils Hartmann/Timo Sudmann (TBWA)
Programmer: Thomas Michelbach/Torsten Bergler (TBWA)
Idea: Michael Zorn/Thomas Michelbach/Torsten Bergler (TBWA)
Concept: Torsten Bergler/Philipp Migeod/Felicitas Olschewski/Erik Scholz (TBWA)
Editorial Department: Philipp Strobel (TBWA)
Account Team: Simon Walter/Daniel Muench (TBWA)
Media: (Heye OMD)
Media placement: The Digital Advent Calendar - Online: Facebook - 01.12.2010

Insights, Strategy & the Idea
After successfully launching the new MCCAFÉ brand belief: “Everything good begins with a good cup of coffee”, the challenge was, to bring more people to the cafés and to entertain them there during the holiday season, helping MCCAFÉ to become not only the biggest, but also the most popular coffee shop brand in Germany.

Creative Execution
The agency developed a location-based technology, unloqable®, that makes digital content available upon proving your location via Smartphone.
Then a Facebook app was launched: The Advent Calendar; counting down the days to Christmas with 24 digital gifts (such as music, videos, animations, illustrations, etc.), exclusively available at MCCAFÉs, and delivered directly to the recipients’ mobile phones.

Results and Effectiveness

Thousands of downloads at MCCAFÉs resulted in the number of MCCAFÉ Facebook fans multiplying over 10-times, bringing MCCAFÉ into top 40 of German brands on Facebook and the attention it got, raised the image of MCCAFÉ in the young, digitally savvy population.
But what was even more important - it allowed MCCAFÉ to entertain and thank its guests, building a stronger connection with them over the holiday season.