Title	WAKE UP YOUR SMILE
Brand	McDONALD´S
Product/Service	BREAKFAST
Category	B04. TRAVEL, LEISURE & RETAIL (INCL. E-COMMERCE & RESTAURANTS)
Media Agency	OMD SPAIN Madrid, SPAIN
Entrant Company	OMD SPAIN Madrid, SPAIN
Media Agency 2	OMD SPAIN Madrid, SPAIN

Results and Effectiveness

The campaign’s visibility surpassed 90% on TV (+25pts above industry average). McDonald’s reached a new historic record of mentions, being by far the most recalled brand in outdoor media. (Spontaneous recall: Within Top 10 of last mobile year (February 2014), IMOP “Top of mind”) Flashmobs organized by each restaurant helped to generate viral contents with more than 370.000 views. (optimizing the industry average 8,5%) But, after all, we were able to increase sales during morning hours by 49% and restaurant visits by 50%.

Creative Execution

Our media strategy was designed upon three layers: awareness, credibility and esperience. All of them being closely connected to cause smiles. Facing towards a highly notorious campaign (80% Prime Time on TV), we added to a qualitative multimedia campaign the use of innovative and exclusive formats such as the “Top Train, an unprecedented sequence of TVCs within the same ad block: 30”-10” -10” -10”, which was seen by over 5 million viewers being awarded Gold as “Most seen TVC on the channel. A mix that helped us reach 87% of our target. The brand’s promise was translated into a tangible reality: Making more than 4 million TV viewers smile with our optimistic weather forecast on Antena 3 and we were able to change the mood on the streets, flooding them with the coffee aroma and turning outdoor furniture into vending machines that accepted smiles as the only currency.

Insights, Strategy and the Idea

For the first time in Spain, McDonald’s offers breakfast. With the objective to double sales during morning hours, the communications platform “Wake up your smile” was developed. A concept aimed to change a settled morning routine and the physical fact that a good breakfast influences not just our mood but also fills our body with energy and optimism. Thus, McDonald’s was positioned as a new option, able to adapt itself to multiple tastes, wallets and, after all, as the enabler of starting your day with a smile.