LAMP POST by Cossette Vancouver for McDonald's

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LAMP POST

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Industry Coffee, Tea, Breakfast Drinks, Fast food
Media Promo & PR
Market Canada
Agency Cossette Vancouver
Creative Director Rob Sweetman, Bryan Collins
Art Director Eric Arnold
Copywriter Michael Milardo
Account Supervisor Kim Prosser
Released April 2009

Credits & Description

Category: Ambient Promotion: Large Scale
Advertiser: McDONALD'S
Product/Service: FREE COFFEE PROMOTION
Agency: COSSETTE WEST
Date of First Appearance: Apr 29 2009 12:00AM
Entrant Company: COSSETTE WEST, Vancouver, CANADA
Creative Director: Bryan Collins (Cossette West)
Creative Director: Rob Sweetman (Cossette West)
Copywriter: Michael Milardo (Cossette West)
Art Director: Eric Arnold (Cossette West)
Group Account Director: Nadine Wilson (Cossette West)
Account Supervisor: Kim Prosser (Cossette West)
Design: (Dyna Graphics Ltd)
Media placement: Ambient/Stunt - Lamp Post - April 29th, 2009

Describe the objective of the promotion.
In 2009 McDonald’s Canada introduced a new premium coffee to regain customers in the increasingly competitive breakfast business. But people needed proof that a low-price McDonald’s coffee could be better than their current coffee of choice. So McDonald’s gave away free trial coffees every morning for two weeks. Our job was to get attention for the coffee promotion in Western Canada and encourage people to drop by for a free cup.

Describe how the promotion developed from concept to implementation
Execution was very tricky. The main problem was creating a large carafe that was light enough to not bend the lamp post, sturdy enough to not fall off in high wind. After experimenting with things like painted helium balloons, lightweight metals, we created a Styrofoam carafe with a custom locking mechanism that would keep it in place. The giant cup at the bottom was a tougher Styrofoam to withstand vandalism. No adjustments were needed to lamp posts at all.

Describe the success of the promotion with both client and consumer including some quantifiable results
All quantifiable results are confidential so we’ve included them in the confidential section (below) only.

Explain why the method of promotion was most relevant to the product or service
Our task was to get people’s attention during their morning routines, let them know that they can have a free coffee at McDonald’s. We took a lamppost that people see every day, created something very arresting that says loudly, free coffee is being served.