McDonald's: Deals so distracting they were un-skippable

McDonald's, a quick-service restaurant, chain aimed to drive conversion and increase sales by overcoming critical attentional overload through their "30 Days 30 Deals" social campaign.

Executive summary

Summertime in Australia is a sea of advertising, particularly amongst QSRs positioning to be Aussies' summer go-to. For Macca's biggest deals campaign of the year, '30 Days 30 Deals', we knew we could out-shout (aka out-spend) the competition around "Great Value". But how do you get people who actively skip, block, and tune out ads to care about a month of basic retail offers?

Despite being ad-averse, Aussies love a bargain. More than 64% of Aussies make frequent sales-driven impulse purchases, demonstrating that they're into deals—when they see them.

So, to sneak through their ad-skipping instincts, we hid...

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