The media mix spread across mass media touch points varying from billboards, bus shelters, gantries, unipoles & kiosks to branding at railway stations
BestMediaInfo Bureau | Delhi | September 3, 2012
McDonalds launched a marketing campaign to introduce the new McEGG burger across India. The 360 degree campaign comprised varied media vehicles for its communications and Outdoor was one of the important vehicles among their media mix. Executed by Milestone Brandcom, the out of home campaign that kicked off on August 14 was spread across 350 touch points & covered over 1,32,000 sq ft of vinyl in 9 cities. The media mix was spread across mass media touch points varying from billboards, bus shelters, gantries, unipoles & kiosks to branding at railway stations.
Senior Director Marketing, McDonaldâs India, Rameet Arora said, "We have come up with a campaign that embodies the fun and freshness of eggs to extend our Iâm Lovin Itâ experience to our customers. We at McDonaldâs aim to be our customerâs first choice and we are taking brand McDonaldâs to the next level by providing our customers with products and campaigns that are new fresh, exciting and innovative. To the value seekers, the McEGG Burger will assure plenty of protein content at an appealing price point and at the same time it will help McDonaldâs deliver the brand promise of good products at great prices.â
âThis new delightful offering needed an equally impactful messaging to the customers to lure them to try out the new and eggcitingMcEGG burger. We devised a robust media plan to target the audiences on the go & ensured a dominating presence across all main arterial routes, transit junctions & major congregation points around McDonaldâs outlets. The visual appeal of the creative clubbed with our elaborate media spread ensured the message was delivered to the right audiencesâ, said Hanoz Patel, Founder Member & Managing Partner, MilestoneBrandcom.