Agency: Leo Burnett Malaysia

Summary Statement

1 outdoor digital billboard. 1 social media tool. Thousands of free talents. Triple the sales.

Campaign Strategy

McCafé serves a wide variety of western coffee, and it's one of the only places to get great espresso coffee 24 hours a day.

However, McCafé is a relatively new brand in Malaysia, and isn't top of mind as a coffee destination amongst Malaysians.

We needed to find a way to show Malaysians that McCafé had great coffee at great prices. And because it's affordable and opens 24-hours a day, you could enjoy it anytime! We want consumers to know that its never to latte to have a good cup of espresso-based coffee at McDonald's.

Campaign Concept

Coffee moments are one of the most shared social moments on Instagram. And since there were existing customers already enjoying McCafé coffee all throughout the day, we created and advertised the hashtag #McCafeMoments!