Milestone Brandcom unveils McDonalds' McValue lunch offer with a dong

A giant bell was installed on mobile billboards at busy junctions in Mumbai, which rang every hour between noon and 3 PM during the campaign period

BestMediaInfo Bureau | Delhi | February 1, 2012

McDonald's has redefined lunch in India with a value offering to its customers and a reason enough to start the New Year with a smile. OOH brand communication agency Milestone Brandcom has created a dramatic announcement of the offer with a meticulously planned teaser followed by a 'reveal' communication and special reinforcements announcing the offer hours every day.

Under the 'McValue - Super Lunch Super Deal' offer, anyone can enjoy one Burger, one Coke and one Fries pack for Rs 55 in Mumbai.

“The communication strategy for the Out-of-Home was to first tease and excite the audience about 'something' that McDonald's was up to, and about to change with 'Lunch will never be the same again' message,” said Hanoz Patel, Founder Member & Managing Partner, Milestone Brandcom. “To build up the anticipation until the offer launch, we installed a 36-hour reverse timer showing hours, minutes and seconds on January 3, 2012 until it zeroed in at noon on January 5.”

The offer needed a dramatic reveal approach, for which the agency employed a bell ringer to ring in the new offer on a giant bell installed on mobile billboards and hoardings at some of the prominent and busiest junctions in the city like Mahim Causeway, Peddar Road junction, etc. The giant bell was rung at an interval of every hour between noon and 3 PM on the day of the offer launch and continued for the entire campaign period.

“In addition to just creating awareness of the offer with the reveal campaign, we also went the extra mile to bring further reinforcements around the offer hours every day between noon and 3 PM,” Patel said.

A giant clock was mounted on a hoarding, showing people the actual time; and when the clock would strike noon, 1, 2 and 3 PM, the arms would point to a Burger, Coke & Fries conveying the McValue Offer hours. A reminder alarm was also set for every hour between noon and 3 PM for the entire campaign period.

The campaign was executed across six cities including Mumbai, Bangalore, Hyderabad, Pune, Ahmedabad and Baroda. A media plan encompassing 310 media touch points spread across a selection of formats covering high traffic and footfalls along arterial roads, neighbourhood proximity and transit media and junctions. The media touch points comprised billboards, unipoles, gantries, bus shelters and display boards inside high footfall density stations.

Commenting on the campaign, Rameet Arora, Senior Director Marketing (West & South), Mc Donald's India, said, “It's always exciting to be doing innovation.  It's the difference between a good and a great campaign. I believe the work done on out of home in Mumbai was a critical success factor in a most successful launch.”

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