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移动的一天
案例简介：概要 在魁北克，传统上每年有一天是为搬家而保留的: 7月1日，大多数租约都在这一天。由于搬家日通常与披萨有关，因此面临的挑战是说服魁北克人，搬家的辛勤工作也可以得到麦当劳的回报。 执行 每个视觉效果都是用真实的胶带手工制作的。为了加强麦当劳和搬家日之间的关系，我们使用了搬家前后非常方便的各种胶带: 遮蔽胶带、电工胶带和包装胶带。我们给它一个麦当劳的转折，以重新创建标志性的菜单项目 (巨无霸，鸡蛋松饼，炸薯条，芝士汉堡和冰淇淋蛋卷)。 活动描述 作为强调这一事件的大型活动的一部分，麦当劳推出了一系列手工制作的视觉效果，让人想起移动。在搬家之前和之后非常方便的各种胶带被赋予了麦当劳的转折，以重新创建标志性的菜单项，作为对搬家中的魁北克人的友好点头。 战略 这项运动在大日子之前的一周内展开。标牌出现在蒙特利尔社区，通常会经历高度集中的移动。目的是在7月1日上与魁北克人建立联系。更具体地说，我们的目标是确保在决定当天吃什么的时候，品牌是最重要的。这有助于强化麦当劳在搬家日是披萨的绝佳替代品的想法。 结果 结果是人们对麦当劳的认识提高了，与去年相比，麦当劳的销售额6.43% 增长。
移动的一天
案例简介：Synopsis In Quebec, there is a single day of the year traditionally reserved for moving: July 1, the day most leases roll over. Since Moving Day is typically associated with pizza, the challenge was to convince Quebecers that the hard work of a move could also be rewarded with McDonald’s. Execution Each visual was handcrafted with real tape. To reinforce the relationship between McDonald’s and Moving Day, we used the kinds of tape that are so handy before and after a move: masking tape, electrical tape, and packing tape. We gave it a McDonald’s twist to recreate iconic menu items (Big Mac, Egg McMuffin, French fries, cheeseburger and ice cream cone). Campaign Description As part of a larger campaign highlighting this event, McDonald’s launched a series of handcrafted visuals that recall moving. The different kinds of tape that are so handy before and after a move were given a McDonald’s twist to recreate iconic menu items as a friendly nod to Quebecers on the move. Strategy The campaign rolled out in the week leading up to the big day. Signage appeared in Montreal neighbourhoods that usually experience a high concentration of moves. The objective was to connect with Quebecers on July 1. More specifically, our aim was to ensure the brand was top of mind when it came to deciding what to eat that day. This helped reinforce the idea that McDonald’s is a great alternative to pizza on Moving Day. Outcome The result was increased awareness about McDonald’s that led to a 6.43% jump in sales when compared to the previous year.
Moving Day
案例简介：概要 在魁北克，传统上每年有一天是为搬家而保留的: 7月1日，大多数租约都在这一天。由于搬家日通常与披萨有关，因此面临的挑战是说服魁北克人，搬家的辛勤工作也可以得到麦当劳的回报。 执行 每个视觉效果都是用真实的胶带手工制作的。为了加强麦当劳和搬家日之间的关系，我们使用了搬家前后非常方便的各种胶带: 遮蔽胶带、电工胶带和包装胶带。我们给它一个麦当劳的转折，以重新创建标志性的菜单项目 (巨无霸，鸡蛋松饼，炸薯条，芝士汉堡和冰淇淋蛋卷)。 活动描述 作为强调这一事件的大型活动的一部分，麦当劳推出了一系列手工制作的视觉效果，让人想起移动。在搬家之前和之后非常方便的各种胶带被赋予了麦当劳的转折，以重新创建标志性的菜单项，作为对搬家中的魁北克人的友好点头。 战略 这项运动在大日子之前的一周内展开。标牌出现在蒙特利尔社区，通常会经历高度集中的移动。目的是在7月1日上与魁北克人建立联系。更具体地说，我们的目标是确保在决定当天吃什么的时候，品牌是最重要的。这有助于强化麦当劳在搬家日是披萨的绝佳替代品的想法。 结果 结果是人们对麦当劳的认识提高了，与去年相比，麦当劳的销售额6.43% 增长。
Moving Day
案例简介：Synopsis In Quebec, there is a single day of the year traditionally reserved for moving: July 1, the day most leases roll over. Since Moving Day is typically associated with pizza, the challenge was to convince Quebecers that the hard work of a move could also be rewarded with McDonald’s. Execution Each visual was handcrafted with real tape. To reinforce the relationship between McDonald’s and Moving Day, we used the kinds of tape that are so handy before and after a move: masking tape, electrical tape, and packing tape. We gave it a McDonald’s twist to recreate iconic menu items (Big Mac, Egg McMuffin, French fries, cheeseburger and ice cream cone). Campaign Description As part of a larger campaign highlighting this event, McDonald’s launched a series of handcrafted visuals that recall moving. The different kinds of tape that are so handy before and after a move were given a McDonald’s twist to recreate iconic menu items as a friendly nod to Quebecers on the move. Strategy The campaign rolled out in the week leading up to the big day. Signage appeared in Montreal neighbourhoods that usually experience a high concentration of moves. The objective was to connect with Quebecers on July 1. More specifically, our aim was to ensure the brand was top of mind when it came to deciding what to eat that day. This helped reinforce the idea that McDonald’s is a great alternative to pizza on Moving Day. Outcome The result was increased awareness about McDonald’s that led to a 6.43% jump in sales when compared to the previous year.
移动的一天
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Moving Day
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基本信息
- 广告战役： #麦当劳-5794#
- 广告品牌： 麦当劳
- 发布日期： 2000
- 行业领域： 餐饮/饮食 , 餐饮连锁 , 饮食/特产
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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