Campaign details
Brand: McDonald'sBrand owner: McDonald'sLead agency: FP7 McCann Dubai, FP7 McCann RiyadhContributing agencies: UM DubaiCountry: United Arab EmiratesIndustries: Restaurants & takeawaysMedia channels: Merchandise & free gifts, NewspapersBudget: Up to 500k
Executive summary
The highest sales for a vanilla soft-serve ice-cream cone costing 1 UAE dirham were achieved by an ice-cream cone from McDonald’s, of all places. And this happened in today’s world of huge varieties and flavours in the ice cream category.
What was interesting is that these sales were achieved using the most...