Campaign details
Advertiser: Mcdonald'sBrand: Mcdonald'sAgency: OMD Germany DüsseldorfCountry: Germany
Objectives
- A. Increase in sales in the ice-cream segment
- B. Increasing the frequency of restaurant visits, especially among teenagers
- C. Increase product appeal / Regain brand love among teenagers
Background
McDonald's lost relevance, trust and love among youth target groups within the last years. Teenagers have lost their connection to the brand because they don't see anything special and don't feel understood by the global burger giant. The objective was to set a positive impact on the above attributes to turn around the trend and...