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案例简介：概要 这个想法是为了给人们带来他们在免下车汽车上的相同体验。为了做到这一点，我们建造了一个麦当劳免下车的精确移动复制品。 战略 我们把免下车本身变成了媒体，直接把它带给交通中的人。这部动作电影的成功让客户重新思考他们的媒体计划，最初只包括数字，包括开放和封闭的电视。 相关性 我们用麦当劳免下车本身作为媒体，直接把它的复制品带给交通人员。 结果 在开车日 *，我们有: 比通常的流量多 21.000 辆汽车，总销售额增加 18%，McOffers 销售额增加 83%，McFlurry 销售额增加 158%。在三天内，这部电影达到了 9.5 million 次观看和 7080万次印象。*与 2017年周四的平均值相比。 执行 司机在圣保罗的街道上走了一整天。这部动作电影在《开车日》开始的那一周在巴西各地播出，在社交网络和开放电视上播出。 活动描述 我们创建了一个移动免下车车，向每个人展示麦当劳免下车车的便利性无处不在。免下车汽车在圣保罗的街道上行驶，通过直接将产品送到他们的汽车上，让交通中的人们大吃一惊，从而再现了人们去免下车汽车的体验。
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案例简介：Synopsis The idea was to bring people the same experience they have at the drive-thru. To do this we built an exact mobile replica of the McDonald's drive-thru. Strategy We turned the drive-thru itself into media by taking it directly to people in traffic. The success of the action's film made the client rethink their media plan, which initially only included digital, by including open and closed TV as well. Relevancy We used the McDonald's drive-thru itself as media by taking a replica of it directly to people in traffic. Outcome On Drive Day*, we had: 21.000 cars more than the usual flow, 18% more total sales, 8,3% more McOffers sales and 158% more McFlurry sales. In three days, the film reached 9.5 millions views and 70.8 million impressions. * Compared to the averages of Thursdays in 2017. Execution The Drive-Thruck travelled around the streets of Sao Paulo during an entire day. The action's film was aired throughout Brazil on the week of the launching of Drive Day, on both social networks and open and closed TV. CampaignDescription We created a mobile drive-thru to show everyone that the convenience of the McDonald's drive-thru is literally everywhere. The Drive-Thruck travelled around the streets of Sao Paulo, surprising people in traffic by delivering the products directly to their cars, thus reproducing the experience one has by going to the drive-thru.
Drive-Thruck
案例简介：概要 这个想法是为了给人们带来他们在免下车汽车上的相同体验。为了做到这一点，我们建造了一个麦当劳免下车的精确移动复制品。 战略 我们把免下车本身变成了媒体，直接把它带给交通中的人。这部动作电影的成功让客户重新思考他们的媒体计划，最初只包括数字，包括开放和封闭的电视。 相关性 我们用麦当劳免下车本身作为媒体，直接把它的复制品带给交通人员。 结果 在开车日 *，我们有: 比通常的流量多 21.000 辆汽车，总销售额增加 18%，McOffers 销售额增加 83%，McFlurry 销售额增加 158%。在三天内，这部电影达到了 9.5 million 次观看和 7080万次印象。*与 2017年周四的平均值相比。 执行 司机在圣保罗的街道上走了一整天。这部动作电影在《开车日》开始的那一周在巴西各地播出，在社交网络和开放电视上播出。 活动描述 我们创建了一个移动免下车车，向每个人展示麦当劳免下车车的便利性无处不在。免下车汽车在圣保罗的街道上行驶，通过直接将产品送到他们的汽车上，让交通中的人们大吃一惊，从而再现了人们去免下车汽车的体验。
Drive-Thruck
案例简介：Synopsis The idea was to bring people the same experience they have at the drive-thru. To do this we built an exact mobile replica of the McDonald's drive-thru. Strategy We turned the drive-thru itself into media by taking it directly to people in traffic. The success of the action's film made the client rethink their media plan, which initially only included digital, by including open and closed TV as well. Relevancy We used the McDonald's drive-thru itself as media by taking a replica of it directly to people in traffic. Outcome On Drive Day*, we had: 21.000 cars more than the usual flow, 18% more total sales, 8,3% more McOffers sales and 158% more McFlurry sales. In three days, the film reached 9.5 millions views and 70.8 million impressions. * Compared to the averages of Thursdays in 2017. Execution The Drive-Thruck travelled around the streets of Sao Paulo during an entire day. The action's film was aired throughout Brazil on the week of the launching of Drive Day, on both social networks and open and closed TV. CampaignDescription We created a mobile drive-thru to show everyone that the convenience of the McDonald's drive-thru is literally everywhere. The Drive-Thruck travelled around the streets of Sao Paulo, surprising people in traffic by delivering the products directly to their cars, thus reproducing the experience one has by going to the drive-thru.
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Drive-Thruck
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基本信息
- 广告战役： #麦当劳-网络-99c3#
- 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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