| Title | FREE MCFLURRY ACTIVATION |
| Brand | McDONALD'S NETHERLANDS |
| Product/Service | ICECREAM - MCFLURRY |
| Category |
B02. Use of New Technology in a Promotional Campaign |
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Entrant Company
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TBWA\NEBOKO Amsterdam, THE NETHERLANDS
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Advertising Agency
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TBWA\NEBOKO Amsterdam, THE NETHERLANDS
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Media Agency
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WE ARE FIRST Amsterdam, THE NETHERLANDS
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Credits
| Mischa Schreuder |
TBWA\ |
Art Director |
| Ramon Stalenhoef |
TBWA\ |
Copywriter |
| Roos Ronner-Munten |
TBWA\ |
Account Director |
| Menno van der Hoeven |
McDonald's |
Marketing Manager |
The Brief
Suprise people with a welcome refreshing respite. The billboard was the centre of attention at this warm summer day. It showed relevancy and the fun side of the McDonald's brand.
Campaign Success
This promotional activation was a last minute idea from our creative team. Because of the high temperature the team came up with a original way to confront visitors and inhabitants of Amsterdam with the refreshing side of the McFlurry product. The activation is executed in only 3 days.
Describe the success of the promotion with both client and consumer including some quantifiable results
With over 400.000 video views in two weeks on various websites, the initiative effectively showed its relevance and
originality. It has received much international attention on well-known websites such as creativity-
online.com, adsoftheworld.com and businessinsider.com., contagious magazine.
Explain why the method of promotion was most relevant to the product or service
This unique, relevant and spot-on way of advertising boosted sales through a promotional give away. While people retrieved their free (filled) McFlurry cup it was likely that they bought a side product. People who missed out on the free McFlurry where longing for a refreshing McDonald's product even more than before.
The video of the activation gained awareness for McDonald's as well as the McFlurry product.