STEAM by Cossette Vancouver for McDonald's

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Industry Coffee, Tea, Breakfast Drinks, Fast food
Media Promo & PR
Market Canada
Agency Cossette Vancouver
Art Director Rob Sweetman
Copywriter Bryan Collins
Producer Wendy Moriarty
Account Supervisor Kim Prosser
Released November 2009

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: McDONALD'S
Date of First Appearance: Nov 19 2009 12:00AM
Entrant Company: COSSETTE WEST, Vancouver, CANADA
Creative Director: Bryan Collins (Cossette West)
Creative Director: Rob Sweetman (Cossette West)
Copywriter: Bryan Collins (Cossette West)
Art Director: Rob Sweetman (Cossette West)
Producer: Wendy Moriarty (Cossette West)
Group Account Director: Nadine Wilson (Cossette West)
Account Supervisor: Kim Prosser (Cossette West)
Design: (Dyna Graphics Ltd)
Media placement: Outdoor/Stunt - Bus Shelter - November 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 a process of experimentation. First we had to figure out how to make the type appear and disappear. It was achieved by placing type on the inside of the glass that was tone-on-tone, matching the background colour exactly. White smoke would then provide contrast, causing the lettering to appear. Then we had to find the best source of smoke. A fog machine beat the steam machine due to condensation problems. Lastly, we customized vents in the TSA to ensure the fog dissipated within about 5 minutes.

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
We had to do something unusual to get people’s attention in the morning, before they’ve had a cup of coffee. Once we got their attention, we needed to get the message out that they could get a free cup of coffee. Our ad did this, but also communicated a ‘freshly brewed’ coffee message, which of course, is important for a good cup.