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

Credits & Description

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

Describe the objective of the promotion.
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.

Describe how the promotion developed from concept to implementation.
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.

Explain why the method of promotion was most relevant to the product or service.

It allowed McCafé to entertain and thank its guests, building a stronger connection with them over the holiday season.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Thousands of downloads at McCafés resulted in the number of McCafé Facebook fans multiplying over 10 times, bringing McCafé into the top 40 German brands on Facebook, and the attention it received raised the image of McCafé in the young, digitally savvy population.