McDonald's Promo, Case study NEXT STOP, McDONALD'S by Cbs, Leo Burnett London

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Industry Fast food
Media Promo & PR, Case study
Market United Kingdom
Agency Cbs
Agency Leo Burnett London
Executive Creative Director Justin Tindall
Art Director Ed Tillbrook
Copywriter Richard Ince
Photographer Gregory Mild
Released March 2012

Credits & Description

Category: Best Use of Outdoor
Advertiser: McDONALD'S
Product/Service: MCDONALD'S
Executive Creative Director: Justin Tindall (Leo Burnett)
Copywriter: Richard Ince (Leo Burnett)
Art Director: Ed Tillbrook (Leo Burnett)
Photographer: Gregory Mild
Media placement: Bus Mega Rear Ad - CBS Outdoor - 17 March 2012
Media placement: Bus T Bar - CBS Outdoor - 17 March 2012

Insights, Strategy & the Idea
McDonald’s wanted to remind drivers of their Drive-Thru service. What better place to do this than on the road itself, where the potential customers will already be travelling in their cars. Bus T-side media allowed us to get up close with our target audience and remind them that we are also on the road.

Creative Execution
The McDonald’s Drive-Thru is a convenient service; food delivered directly from the Drive-Thru window to your car window. Observing that the stem of a bus T-side would be at the same height as a passing car window inspired the creative execution. We put a Drive-Thru window at car window level with a cheerful crewmember serving an order. Whenever a car stopped alongside the bus it appeared as if they desired to stop for a tasty convenient bite to eat.

Results and Effectiveness
The advert demonstrated the ease of stopping at a McDonald’s Drive-Thru along a journey. Both drivers and pedestrians were left smiling at the brands light humour when cars stopped by the Drive-Thru advert. The advert also enticed drivers into wanting to visit the real thing.