Advertising continues to adapt to changes with the pandemic, however, McDonald’s knows that returning to the streets is an essential part of attracting consumers, so it decided to celebrate the anniversary of one of its most popular products with an activation 2 per 1.
It is the McFlurrys, which celebrate 21 years on the menu of the fast food chain, so McDonald’s decided that to celebrate it would place a billboard on the South Bank in London, England.
McFlurrys and Leo Burnett
The celebration was held with an activation on a billboard under Hungerford Bridge, where fans of the product can line up to receive a free gift from an interactive sign window.
The activation will be available until August 22 and from a service hatch, inside the poster, they will be able to receive a McFlurry made with vanilla ice cream and Oreo toppings.
Who is behind this? It is the Leo Burnett London agency, which worked in partnership with OMD and Talon to create this activation that is part of a new program of the brand “Fancy a McDonald’s?” (Do you fancy a McDonald’s? In Spanish).
“We all need moments of joyous release, opportunities to let go and forget the pressures and expectations of life. McDonald’s, in its own way, has been bringing little moments of joy to the UK for over 40 years. And as McFlurry celebrates 21 years on our menu, it seems right to surprise and delight our customers by gifting some in a truly unique way, “said Steven Howells, McDonald’s director of marketing and media. Campaing.
For his part, Mark Elwood, executive creative director of Leo Burnett, said that “McDonald’s has always been a generous brand and our ‘How about a McDonald’s?’, The brand platform, allows that thinking to come to life in less traditional ways. and unexpected. Anyone want a free McFlurry? “
“Fancy a McDonald’s?”
McDonald’s new platform was launched on July 2 with an ad titled ‘Laughter’ where the brand and Leo Burnett London were in charge of filling the screen with laughter and highlighting the importance of sharing.
Also, as part of the celebration, a McFlurry van is in charge of visiting birthday parties at home and celebrating a 2 for 1, as its advertising.
It is clear that, with the arrival of the coronavirus, the expectations of customers and consumers have increased. The customer now expects more than a simple digital transaction or an omnichannel offering. Tin brands are forced to anticipate experiences throughout the entire customer journey.
A recent study by Advertiser Perceptions found how affected advertising formats were by the health contingency in the United States, finding that in its second wave, outdoor activities saw a negative impact of 66 percent.
With this in mind, BTL activations will be an alternative to attract consumers again, but it needs to stand out with creativity, so McDonald’s decision could be key to celebrate its menu and invite Londoners to return to. go out into the streets and enjoy the laughter of the company.
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